The Effect of Price and Ease of Use on Customer Loyalty: A Case Study of Repeat Transaction Interest Through the OVO Application

Setyani Dwi Lestari (Universitas Budi Luhur, Jakarta)
Selamet Riyadi (Universitas Budi Luhur, Jakarta)
Sugeng Priyanto (Universitas Budi Luhur, Jakarta)
Anie Suhermin (Institut Bisnis dan Multimedia Asmi (IBM Asmi), Jakarta)

Golden Ratio of Marketing and Applied Psychology of Business
Vol. 3 No. 1 (2023): July - January

The study aims to examine the effect of price, ease of use, loyalty of interest in re-transacting with OVO on customer loyalty which is tested both directly and indirectly. The population used amounted to 80 respondents. The results of this study state that 1). Price has a positive and significant effect on interest in re-transacting the OVO application. 2). Ease of use has a positive and significant effect on interest in re-transacting the OVO application. 3). Price has a positive and significant effect on customer loyalty for the OVO application. 4). Ease of use has a negative and significant effect on customer loyalty for the OVO application. 5). Price has a direct influence on customer loyalty, but on the contrary, it does not have a direct effect through the interest in re-transacting the OVO application. 6). Ease of use has a direct influence on customer loyalty but otherwise has no direct effect through interest in re-transacting the OVO application. 7). Interest in re-transactions has a positive and significant effect on customer loyalty for the OVO application.