Pengaruh Product Usability dan Cashback Promotion Terhadap Loyalitas Pengguna “OVO” Melalui Kepuasan - shabri, Amirul; Restuti, Sri; Noviasari, Henni (Jurnal Manajemen Pemasaran dan Perilaku Konsumen, 2023)
This study aims to examine the effect of Product Usability and Cashback Promotion on User Loyalty of the "OVO" digital wallet through user satisfaction in Z Generation  in Pekanbaru City. The population in this study includes Z generation people who are domiciled in Pekanbaru City who use the OVO digital wallet with a sample size of 115 Z generation  of Pekanbaru City and with the Non-Probability Sampling technique. Data analysis using SEM-PLS with the help of SmartPLS.4.0 software.The results of this study indicate that (1) Product Usability has a positive and significant effect on satisfaction; (2) Cashback Promotion has a positive and significant effect on satisfaction; (3) product usability has a positive and significant effect on loyalty; (4) Cashback Promotion has a positive and significant effect on Loyalty; (5) Cashback Promotion has a positive and significant effect on Loyalty; (6) Product Usability has a significant positive effect on Loyalty through Satisfaction; (7) Cashback Promotion has a significant positive effect on Loyalty through Satisfaction.   Abstrak Penelitian ini bertujuan untuk menguji pengaruh Product Usability dan Cashback Promotion terhadap Loyalitas Pengguna dompet digital “OVO” melalui Kepuasan pengguna pada generasi Z di Kota Pekanbaru. Populasi dalam penelitian ini meliputi masyarakat generasi Z yang berdomisili Kota Pekanbaru yang menggunakan dompet digital OVO dengan ukuran sempel 115 genarasi Z kota Pekanbaru dan dengan teknik penentuan sampel Non-Probability Sampling. Analisis data menggunakan SEM-PLS dengan bantuan softwere SmartPLS.4.0.Hasil penelitian ini menunjukan bahwa (1) Product Usability berpengaruh positif dan signifikan terhadap Kepuasan; (2) Cashbck Promotion berpengaruh positif dan signifikan terhadap Kepuasan; (3) Product Usability berpengaruh positif dan signifikan terhadap Loyalitas; (4) Cashback Promotion berpengaruh positif dan signifikan terhadap Loyalitas; (5) Cashbck Promotion berpengaruh positif dan signifikan terhadap Loyalitas; (6) Product Usability berpengaruh positif signifikan terhadap Loyalitas melalui Kepuasan; (7) Cashbck Promotion berpengaruh positif signifikan terhadap Loyalitas melalui Kepuasan.