Pengaruh Product Usability dan Cashback Promotion Terhadap Loyalitas Pengguna “OVO” Melalui Kepuasan

shabri, Amirul
Restuti, Sri
Noviasari, Henni

Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Vol. 2 No. 2 (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.