Analisis Aspek yang Memengaruhi Minat Beli Ulang Saldo E-Wallet OVO di Kota Makassar

Rachim, Nur Zhazha Arlyana
Rahman, Muh. Akil
Umar, Mustofa

Study of Scientific and Behavioral Management (SSBM)
Vol 3 No 4 (2022): The New Era of Business Management

ABSTRAK Penelitian ini bertujuan melakukan analisis aspek pengaruh persepsi kemudahan serta manfaat yang dimoderasi oleh kepuasan pelanggan terhadap minat beli ulang saldo e-wallet OVO di kota Makassar. Penelitian adalah jenis penelitian asosiatif yang menggunakan pendekatan semantic diferensial. Adapun data yang digunakan adalah data primer dan sekunder. Sampel dalam penelitian ini menggunakan teknik penarikan purposive sampling dengan jumlah responden sebanyak 130. Data penelitian diolah dan dianalisis dengan teknik Structural Equation Modelling (SEM) yang menggunakan bantuan SmartPLS versi 3.0 for windows. Temuan hasil penelitiaan: kemudahan secara parsial tidak berpengaruh terhadap minat beli ulang saldo E-Wallet OVO sedangkan persepi manfaat dan kepuasan pelanggan secara parsial berpengaruh positif terhadap minat beli ulang saldo E-Wallet OVO, dan kepuasan pelanggan tidak mampu memoderasi persepsi kemudahan dan persepsi manfaat secara parsial terhadap minat beli ulang saldo E-Wallet OVO. Kata Kunci: Kepuasan Pelanggan, Minat Beli Ulang, Persepsi Kemudahan, dan Persepsi Manfaat ABSTRACT This study aims to analyze aspects of the influence of perceptions of convenience and benefits moderated by customer satisfaction on the intention to repurchase OVO e-wallet balances in the city of Makassar. Research is a type of associative research that uses a differential semantic approach. The data used are primary and secondary data. The sample in this study used a purposive sampling technique with a total of 130 respondents. The research data was processed and analyzed using the Structural Equation Modeling (SEM) technique using SmartPLS version 3.0 for windows. The findings of the research: convenience partially has no effect on the intention to repurchase OVO E-Wallet balances, while perceived benefits and customer satisfaction partially have a positive effect on the intention to repurchase OVO E-Wallet balances, and customer satisfaction is not able to moderate perceived convenience and perceived benefits as a whole. partial to interest in repurchasing OVO E-Wallet balances. Keywords: Customer Satisfaction, Repurchase Intention, Perceived Convenience, and Perceived Benefits