Saniyyah, Saniyyah (2024) Pengaruh Persepsi Kemudahan Dan Persepsi Manfaat Terhadap Loyalitas Dengan Kepuasan Sebagai Variabel Mediasi Pada Pengguna DANA Di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Tujuan dari penelitian ini untuk mengetahui pengaruh persepsi kemudahan dan persepsi manfaat terhadap loyalitas pengguna DANA di Surabaya, dengan kepuasan sebagai variabel mediasi. Metode penelitian kuantitatif digunakan dalam penelitian ini. Teknik pemilihan sampel yang digunakan adalah convenience sampling. Pengumpulan data dilakukan dengan memberikan kuesioner kepada 105 mahasiswa/I pengguna DANA di Surabaya. data yang diperoleh kemudian dianalisis menggunakan Structural Equation Modeling (SEM) berbasis varians. pendekatan, juga dikenal sebagai metode SEM alternatif menggunakan perangkat lunak Partial Least Square (PLS SEM). Hasil temuan penelitian ini menunjukkan bahwa persepsi kemudahan dan manfaat berpengaruh positif dan signifikan terhadap loyalitas pada pengguna DANA di Surabaya. Persepsi kemudahan dan persepsi manfaat dimediasi kepuasan berpengaruh positif dan signifikan terhadap loyalitas pada pengguna DANA di Surabaya. Kata kunci: DANA, dompet digital, loyalitas, persepsi kemudahan, dan persepsi manfaat. Abstract The aim of this research is to determine the influence of perceived easy of use and perceived usefulness on DANA user loyalty in Surabaya, with satisfaction as a mediating variable. Quantitative research methods were used in this research. The sample selection technique used is convenience sampling. Data collection was carried out by giving questionnaires to 105 students using DANA in Surabaya. The data obtained was then analyzed using variance-based Structural Equation Modeling (SEM). approach, also known as an alternative SEM method using Partial Least Square (PLS SEM) software. The findings of this research show that perceptions of convenience and benefits have a positive and significant effect on loyalty of DANA users in Surabaya. Perceived convenience and perceived benefits mediated by satisfaction have a positive and significant effect on loyalty among DANA users in Surabaya. Keywords: DANA, e-wallet, loyalty, perceived easy to use, perceived usefulness.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economics |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||||||
| Depositing User: | saniyyah n arsyad | ||||||||||||
| Date Deposited: | 19 Jul 2024 09:21 | ||||||||||||
| Last Modified: | 19 Jul 2024 09:21 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/26748 |
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