MODEL MINAT PENGGUNAAN KEMBALI MELALUI KEPUASAN PELANGGAN DI MASA PANDEMI COVID-19: PROMOSI CASHBACK DAN E-SERVICE QUALITY STUDI KASUS UANG ELEKTRONIK OVO DI JAKARTA

HASYIM, UMAR (2022) MODEL MINAT PENGGUNAAN KEMBALI MELALUI KEPUASAN PELANGGAN DI MASA PANDEMI COVID-19: PROMOSI CASHBACK DAN E-SERVICE QUALITY STUDI KASUS UANG ELEKTRONIK OVO DI JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The purpose of this study was to analyze the relationship between the reuse interest model through customer satisfaction during the covid-19 pandemic through cashback promotion and e-service quality. The study involved 190 users of the OVO application. Researchers used Partial Least Square (PLS) as a technique used to analyze measurements and structural models. The results of this research library are that: Cashback promotion and e-service quality have a positive and significant effect on customer satisfaction and OVO electronic money users in Jakarta; Cashback promotions and e-service quality have a positive and significant impact on the interest in reusing OVO electronic money services in Jakarta; There is a positive and significant effect of customer satisfaction on the interest in reusing OVO electronic money services in Jakarta; Customer satisfaction can mediate the effect between cashback promotions and interest in reusing OVO electronic money services in Jakarta; Customer satisfaction can mediate the influence between e-service quality and interest in reusing OVO electronic money services in Jakarta. Keyword: Reuse, Customer Satisfaction, Cashback Promotion, E-Service Quality Tujuan dari penelitian ini adalah untuk menganalisis hubungan antara Model minat penggunaan kembali melalui kepuasan pelanggan di masa pandemi covid- 19 melalui promosi cahback dan e-service quality. Studi melibatkan 190 pengguna aplikasi OVO. Peneliti menggunakan Partial Least Square (PLS) sebagai teknik yang digunakan untuk menganalisis pengukuran dan model struktural. Hasil dari library risearch ini adalah bahwa: Promosi cashback dan e-service quality berpengaruh positif dan signifikan, terhadap kepuasan pelanggan dan pengguna uang elektronik OVO di Jakarta; Promosi cashback dan e-service quality berpengaruh positif dan signifikan terhadap minat penggunaan kembali jasa uang elektronik OVO di Jakarta; Terdapat pengaruh positif dan signifikan kepuasan pelanggan terhadap minat penggunaan kembali jasa uang elektronik OVO di Jakarta; Kepuasan pelanggan dapat memediasi pengaruh antara promosi cashback dengan minat penggunaan kembali jasa uang elektronik OVO di Jakarta; Kepuasan pelanggan dapat memediasi pengaruh antara e-service quality dengan minat penggunaan kembali jasa uang elektronik OVO di Jakarta Kata kunci : Penggunaan kembali, Kepuasan Pelanggan, Promosi Cashback, E- Service Quality

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