PENGARUH E-TRUST DAN PROMOSI TERHADAP E-LOYALTY DAN E-SATISFACTION SEBAGAI VARIABEL INTERVENING PADA PENGGUNA OVO DI KELURAHAN SUKARAMAI II KOTA MEDAN

Madeline Angeline (Universitas Mikroskil)
Sharen Imanuel (Universitas Mikroskil)
Apren Halomoan Hutasoit (Universitas Mikroskil)
Suci Pertiwi (Universitas Mikroskil)

Jurnal Ilmiah METHONOMI
Vol. 9 No. 2 (2023): Jurnal Ilmiah METHONOMI

This research aims to understand and analyze the influence of e-trust and promotion on e-loyalty. The study also aims to determine whether e-satisfaction can act as a mediator between e-trust and promotion on e-loyalty. The research was conducted in the Sukaramai II neighborhood of Medan City, with the subjects being individuals using OVO. This is an associative research with a sample size of 96 respondents. Data collection was done through questionnaires distributed to OVO users. The results of this study indicate that e-trust has a significant influence on e-satisfaction, and promotion also has a significant influence on e-satisfaction. Furthermore, e-trust and promotion have a direct and significant impact on e-loyalty. Additionally, the research findings suggest that e-satisfaction does not act as a mediator between e-trust and promotion on e-loyalty.