MEMBANGUN COMPETITIVE ADVANTAGE GOPAY:PERAN PRODUCT INNOVATION DAN E-SERVICE QUALITY DENGAN MEDIASI CUSTOMER SATISFACTION

TIMOTHY MARCELLIUS PRATHAMA, . (2025) MEMBANGUN COMPETITIVE ADVANTAGE GOPAY:PERAN PRODUCT INNOVATION DAN E-SERVICE QUALITY DENGAN MEDIASI CUSTOMER SATISFACTION. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Product Innovation, E-Service Quality, dan Customer Satisfaction terhadap Competitive Advantage pada GoPay. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik survei melalui kuesioner daring, yang melibatkan 112 responden pengguna GoPay di Indonesia. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS 4. Hasil penelitian menunjukkan bahwa Product Innovation berpengaruh positif signifikan terhadap Customer Satisfaction, sementara E-Service Quality juga memberikan pengaruh positif signifikan terhadap Customer Satisfaction. Selanjutnya, Customer Satisfaction terbukti memiliki pengaruh positif terhadap Competitive Advantage. Penelitian ini juga mengungkapkan bahwa Product Innovation dan E-Service Quality secara tidak langsung berpengaruh terhadap Competitive Advantage melalui peran Customer Satisfaction sebagai variabel mediasi. Implikasi dari penelitian ini menekankan pentingnya inovasi produk dan peningkatan kualitas layanan elektronik untuk memperkuat kepuasan pelanggan dan menciptakan keunggulan kompetitif yang berkelanjutan bagi GoPay dalam menghadapi persaingan di industri fintech. Temuan ini dapat menjadi acuan dalam merumuskan strategi yang lebih efektif untuk mempertahankan posisi GoPay di pasar dompet digital yang semakin kompetitif. Kata Kunci: Product Innovation, Eservice Quality, Customer Satisfaction, Competitive Advantage, GoPay. ***** This study aims to analyze the influence of Product Innovation, E-Service Quality, and Customer Satisfaction on Competitive Advantage at GoPay. This research uses a quantitative approach with survey techniques through online questionnaires, involving 112 respondents who are GoPay users in Indonesia. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the aid of SmartPLS 4 software. The results show that Product Innovation has a significant positive effect on Customer Satisfaction, while E-Service Quality also has a significant positive impact on Customer Satisfaction. Furthermore, Customer Satisfaction was found to have a positive effect on Competitive Advantage. This study also reveals that Product Innovation and E-Service Quality indirectly affect Competitive Advantage through Customer Satisfaction as a mediating variable. The implications of this research emphasize the importance of product innovation and enhancing e-service quality to strengthen customer satisfaction and create a sustainable competitive advantage for GoPay in the face of competition in the fintech industry. These findings can serve as a reference for formulating more effective strategies to maintain GoPay's position in the increasingly competitive digital wallet market. Keywords: Product Innovation, E-Service Quality, Customer Satisfaction, Competitive Advantage, GoPay.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Gatot Nazir Ahmad, M.Si. ; 2). Dr. Terrylina Arvinta Monoarfa, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Timothy Marcellius Prathama .
Date Deposited:	12 Aug 2025 03:39
Last Modified:	12 Aug 2025 03:50
URI:	http://repository.unj.ac.id/id/eprint/60065

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