The Effect of Satisfaction and Loyalty Towards Digital Payment System Users Among Generation Z in Yogyakarta Special Region

The Effect of Satisfaction and Loyalty Towards Digital Payment System Users Among Generation Z in Yogyakarta Special Region

• By Pradiatiningtyas, Diah; Dewa, Chriswardana Bayu; Safitri, Lina Ayu; Kiswati, Sri;
• Jurnal Internasional
• 138
• 1-7

Two of the most popular digital wallet application companies in Indonesia are GoPay 80% and OVO 60%. To be able to survive in the midst of the intense competition in digital
wallet applications, application companies must innovate marketing strategies that focus on
consumers. Due to the use of digital wallets among the very large generation Z and increasingly
intense competition in the business of digital payment applications, the authors examine the
effect of user satisfaction and loyalty towards digital payments among generation Z ( case study
on Go-Pay and OVO users in Yogyakarta ) . This research objective is to analyze the satisfaction
and loyalty of digital payment system users among generation Z in Yogyakarta Special Region,
so that the researchers can find out the influencing variable to empower the development of
digital payment especially Ovo and Go Pay. The reseacrh methodology considered as descriptive
research, in which the data collecting technique utilized Likert scale questionnaire and employed
purposive sampling for selecting the sample. The data analysis applied multiple regressions.
The result of the multiple regression testing shows that satisfaction and loyalty affect the Zgeneration respondents using the digital payment with the indicators that the digital payment
sounds more easy, cashless, and more benefit. Moreover, the usage of digital payment is easy
to track small expenses.

• Katakunci -
• URL https://iopscience.iop.org/article/10.1088/1742-6596/1641/1/012110/pdf
• Penerbit ,

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