Pengaruh Customer Satisfaction, Brand Preference, dan Perceived Brand Benefits terhadap Reuse Intentions Platform Digital Payment

Fitri, Bratandari Nabilah
Nugroho, Dian Ari

Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Vol. 2 No. 1 (2023)

The purpose of this study is to examine customer satisfaction, brand preference, and perceived benefits in relation to reuse intention in the case of DANA, a digital wallet platform. The research population is Gen Z living in Surabaya and Malang City who use DANA. Using purposive sampling technique, 150 people with the minimum age of seventeen years who live in either city and have used the platform more than once were selected as the respondents. The data was harvested from Google Forms questionnaires and was analyzed using validity, reliability, and classical assumption tests. The hypotheses were assessed using t test and F test, performed in SPSS Statistics 25. This study finds that customer satisfaction, brand preference, and perceived brand benefits positively and significantly affect the intention of people living in Surabaya and Malang City to reuse the service of DANA digital wallet. The results of this research are expected to provide empirical evidences for subsequent research and help the company to increase the satisfaction of its customers, to enhance its brand preference, and to upgrade benefits for their customers’ reusage.   Abstrak Penelitian ini bertujuan untuk meneliti customer satisfaction, brand preference, dan perceived brand benefits terhadap reuse intentions pada dompet digital DANA. Populasi yang digunakan dalam penelitian ini adalah Gen Z di Kota Surabaya dan Kota Malang yang menggunakan dompet digital DANA. Penelitian ini menggunakan data primer dan sekunder serta menggunakan teknik purposive sampling karakteristik sampel yang dipilih yaitu, minimal berusia 17 tahun, domisili di Kota Surabaya dan Kota Malang, dan pernah menggunakan DANA lebih dari satu kali. Jumlah sampel yang terkumpul sebanyak 150 responden dengan menyebarkan kuesioner menggunakan Google Form. Teknik analisis data menggunakan uji validas, uji reliabilitas, uji asumsi klasik dan uji hipotesis dilakukan dengan menggunakan uji t dan uji f dengan menggunakan program SPSS Statistics 25. Hasil penelitian menunjukkan bahwa customer satisfaction, brand preference, dan perceived brand benefits berpengaruh positif dan signifikan terhadap reuse intentions pada layanan dompet digital DANA di Kota Surabaya dan Kota Malang. Penelitian ini diharapkan dapat memberikan dalam mengembangkan kepuasan konsumen, preferensi merek, dan manfaat dalam penggunaan kembali.