DETERMINASI USER LOYALTY LAYANAN PAYLATER DI ERA DIGITAL: PERSPEKTIF PERCEIVED EASE OF USE, USER TRUST, DAN PROMOTION

PRAYOGA CIPTA HADIPRANATA, . (2025) DETERMINASI USER LOYALTY LAYANAN PAYLATER DI ERA DIGITAL: PERSPEKTIF PERCEIVED EASE OF USE, USER TRUST, DAN PROMOTION. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi loyalitas pengguna (user loyalty) terhadap layanan paylater di DKI Jakarta. Studi ini menguji pengaruh langsung dari perceived ease of use, user trust, promotion, dan user satisfaction terhadap user loyalty. Pendekatan penelitian yang digunakan adalah kuantitatif dengan metode survei, dan data dikumpulkan melalui kuesioner daring kepada 250 responden yang pernah menggunakan layanan paylater minimal satu kali dalam enam bulan terakhir. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data dilakukan dengan metode Structural Equation Modeling (SEM) menggunakan perangkat lunak AMOS. Hasil penelitian menunjukkan bahwa seluruh variabel independen memiliki pengaruh positif dan signifikan terhadap loyalitas pengguna. Temuan ini memberikan implikasi bagi penyedia layanan paylater dalam meningkatkan kemudahan penggunaan, membangun kepercayaan pengguna, serta menyediakan promosi yang efektif guna menciptakan kepuasan dan loyalitas pengguna terhadap layanan. ***** This study aims to analyze the factors that influence user loyalty toward paylater services in DKI Jakarta. It focuses on the direct effects of perceived ease of use, user trust, promotion, and user satisfaction on user loyalty. The research used a quantitative approach with a survey method. Data were collected through an online questionnaire from 250 respondents who had used paylater services at least once in the past six months. The sampling technique used was purposive sampling. The data were analyzed using Structural Equation Modeling (SEM) with the help of AMOS software. The results show that all independent variables have a positive and significant effect on user loyalty. These findings provide useful insights for paylater service providers to improve ease of use, build user trust, and create effective promotions to increase user satisfaction and strengthen loyalty.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Prayoga Cipta Hadipranata .
Date Deposited:	12 Aug 2025 04:00
Last Modified:	12 Aug 2025 04:00
URI:	http://repository.unj.ac.id/id/eprint/60037

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