Faktor-faktor yang memengaruhi retensi pelanggan aplikasi Mobile Health Halodoc

Renaldi, Ripka (2022) Faktor-faktor yang memengaruhi retensi pelanggan aplikasi Mobile Health Halodoc. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penggunaan aplikasi digital health atau mobile health (mHealth) dengan fitur telemedicine meningkat pesat semenjak pandemik COVID-19. Rendahnya retensi penggunaan mHealth menjadi problematika tersendiri, terutama di tengah ketatnya persaingan bisnis telemedicine. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang memengaruhi retensi pelanggan mHealth telemedicine. Penelitian ini merupakan studi analisa kuantitatif dengan desain cross-sectional menggunakan pendekatan PLS-SEM. 141 sampel pengguna mHealth didominasi oleh angkatan usia produktif. Retensi pelanggan dipengaruhi secara langsung oleh kepuasan dan kepercayaan pelanggan. eSQ tidak berdampak langsung terhadap retensi pelanggan, namun menunjukkan hubungan positif signifikan dengan retensi pelanggan melalui variabel perantara kepuasan pelanggan dan customer trust. Kesimpulan: responsiveness dan privacy adalah indikator terkuat menentukan kualitas layanan mHealth yang berdampak langsung pada kepuasan pelanggan dan secara tidak langsung pada retensi pelanggan yang patut diperhatikan oleh para pengembang aplikasi layanan mHealth. / mHealth application with telemedicine feature has rapidly gained its popularity since the COVID-19 pandemic stroke the world. The low retention rate of mHealth use becomes a problem in itself. We conducted a study to observe the factors that may deliver positive impacts to customer retention of mHealth telemedicine. This research is a quantitative study with cross-sectional design using PLS-SEM approach. Our respondents were 141 mHealth users dominated by the productive age generation. Customer satisfaction and customer trust have a significant positive impact on customer retention. Conclusion: responsiveness and privacy plays an important role in determining the quality of mHealth services that have a direct impact on customer satisfaction and indirectly on customer retention that mHealth service app developers should pay attention to.

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