<![CDATA[Tingginya pertumbuhan transaksi dompet digital (e-wallet) di Indonesia memicu persaingan ketat antar-penyedia layanan, salah satunya GoPay. Untuk mempertahankan loyalitas pelanggan dalam ekosistem digital, perusahaan sangat bergantung pada performa sistem Customer Relationship Management (CRM). Namun, efektivitas sistem CRM berbasis aplikasi seluler sering kali terhambat jika kualitas komputasi bagi pengguna akhir tidak terpenuhi, sementara integrasi teoretis antara pilar CRM dan kepuasan komputasi sistem pada konteks e-wallet masih sangat terbatas. Oleh karena itu, penelitian ini mengisi celah (gap) riset tersebut dengan menempatkan model End-User Computing Satisfaction (EUCS) sebagai instrumen evaluasi kualitas operasional sistem CRM. Penelitian ini bertujuan untuk mengukur tingkat kepuasan pengguna GoPay menggunakan lima dimensi EUCS, yaitu content, accuracy, format, ease of use, dan timeliness. Metode penelitian menggunakan pendekatan kuantitatif deskriptif kausal melalui survei terhadap 102 responden yang dipilih menggunakan teknik purposive sampling dengan dominasi karakteristik segmen mahasiswa dan pekerja muda urban. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan regresi linier berganda setelah lolos uji asumsi klasik termasuk uji multikolinearitas. Hasil analisis deskriptif menunjukkan nilai rata-rata kepuasan keseluruhan sebesar 3,97 (kategori baik). Secara parsial dan simultan, hasil regresi membuktikan bahwa kelima dimensi kualitas komputasi EUCS berpengaruh positif dan signifikan terhadap kepuasan pengguna (p < 0,05). Dimensi format visual dan kemudahan operasional (ease of use) ditemukan sebagai faktor pembentuk kualitas CRM yang paling dominan bagi karakteristik demografi responden. Implikasi manajerial dari temuan ini menekankan bahwa pihak GoPay harus memprioritaskan optimasi desain antarmuka visual dan simplifikasi navigasi sistem untuk mempertahankan retensi pengguna muda di tengah pasar e-wallet yang kompetitif, sembari menjaga konsistensi akurasi data transaksi sebagai pilar kepercayaan pelanggan. Abstract The high growth of digital wallet (e-wallet) transactions in Indonesia has triggered intense competition among service providers, one of which is GoPay. To maintain customer loyalty in the digital ecosystem, companies rely heavily on the performance of their Customer Relationship Management (CRM) systems. However, the effectiveness of these mobile app-based CRM systems is often hampered if the computing quality for end users is not met, while the theoretical integration between CRM pillars and system computing satisfaction in the e-wallet context is still very limited. Therefore, this study fills the research gap by positioning the End-User Computing Satisfaction (EUCS) model as an evaluation instrument for CRM system operational quality. This study aims to measure the level of GoPay user satisfaction using five dimensions of EUCS: content, accuracy, format, ease of use, and timeliness. The research method uses a quantitative, causal descriptive approach through a survey of 102 respondents selected using a purposive sampling technique with a dominant characteristic of the student and young urban worker segments. Data were collected through a Likert scale questionnaire and analyzed using multiple linear regression after passing the classical assumption test including the multicollinearity test. The results of the descriptive analysis show an average overall satisfaction score of 3.97 (good category). Partially and simultaneously, the regression results prove that the five dimensions of EUCS computing quality have a positive and significant effect on user satisfaction (p < 0.05). The dimensions of visual format and ease of use were found to be the most dominant factors shaping CRM quality for the demographic characteristics of respondents. The managerial implications of these findings emphasize that GoPay must prioritize optimizing the visual interface design and simplifying system navigation to maintain the retention of young users in the competitive e-wallet market, while maintaining consistent transaction data accuracy as a pillar of customer trust.]]>
