Pengaruh Trust, Convenience, Compliance, dan Security Terhadap Customer Loyalty Pada Aplikasi Pembayaran Digital Di Kalangan Mahasiswa

Ukkasyah Dhiyaa' uddin, Soepatini Soepatini

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh perceived convenience, compliance, dan perceived security terhadap customer loyalty melalui peran mediasi perceived trust pada pengguna aplikasi pembayaran digital di kalangan mahasiswa. Penelitian ini menggunakan pendekatan kuantitatif dengan desain kausal dan variabel yang diukur menggunakan skala Likert 5 poin. Data primer diperoleh melalui kuesioner online dari mahasiswa yang telah menggunakan aplikasi pembayaran digital minimal satu tahun terakhir, dengan teknik purposive sampling. Analisis data dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui evaluasi outer model untuk menguji validitas, reliabilitas, dan multikolinearitas, serta inner model untuk menilai hubungan kausal antar variabel, koefisien determinasi, goodness of fit, dan signifikansi hipotesis. Hasil penelitian menunjukkan bahwa perceived convenience, compliance, dan perceived security berpengaruh positif dan signifikan terhadap perceived trust, yang selanjutnya berpengaruh positif dan signifikan terhadap customer loyalty. Selain itu, perceived trust berperan sebagai mediator yang signifikan antara ketiga variabel independen dengan loyalitas pengguna, sedangkan pengaruh langsung perceived convenience dan perceived security terhadap customer loyalty tidak signifikan.

Keywords


compliance, customer loyalty, perceived convenience, perceived security, perceived trust.

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DOI: https://doi.org/10.17509/ijdb.v5i4.98708

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