The effect of brand trust, ease of use, and service quality on customer satisfaction of Maxim application user Medan

Grace, Evangeline Michelle (2023) The effect of brand trust, ease of use, and service quality on customer satisfaction of Maxim application user Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

As competition intensifies, understanding factors influencing customer satisfaction becomes crucial. Brand trust, ease of use, and service quality play key roles, with users relying on the platform's reliability and convenience for daily needs. The research has the purpose of knowing the effect of brand trust, ease of use and service quality on customer satisfaction of Maxim Application Users. This research uses descriptive and correlational methods. The population was Maxim application users. Data analysis methods are t test, F test, linear regression and determination test. The coefficient of determination is 61.6%. T count of brand trusts is 2.489. T count for ease of use is 4.430. T count of service quality is 3.217. The calculation shows that F count is 51.822 > F table (2.70). The conclusions of the research are brand trust has significant effect on the customer satisfaction Maxim application, ease to use has significant effect on the customer satisfaction at Maxim application, service quality has significant effect on the customer satisfaction at Maxim application and brand trust, ease to use and service quality have significant effect on customer satisfaction at Maxim application. The company should increase the brand trust by providing good service. The company should maintain ease of use of the application for users to use the company’s service. The company should provide good quality service to customers. / Ketika persaingan semakin ketat, pemahaman terhadap faktor-faktor yang mempengaruhi kepuasan pelanggan menjadi sangat penting. Kepercayaan merek, kemudahan penggunaan, dan kualitas layanan memainkan peran penting, dimana pengguna mengandalkan keandalan dan kenyamanan platform untuk kebutuhan sehari-hari. Penelitian ini bertujuan untuk mengetahui pengaruh kepercayaan merek, kemudahan penggunaan dan kualitas layanan terhadap kepuasan pelanggan Pengguna Aplikasi Maxim. Penelitian ini menggunakan metode deskriptif dan korelasional. Populasinya adalah pengguna aplikasi Maxim. Metode analisis data adalah uji t, uji F, regresi linier dan uji determinasi. Koefisien determinasi sebesar 61,6%. T hitung kepercayaan merek sebesar 2,489. T hitung kemudahan penggunaan sebesar 4,430. T hitung kualitas pelayanan sebesar 3,217. Perhitungan menunjukkan bahwa F hitung sebesar 51,822 > F table (2,70). Kesimpulan dari penelitian ini adalah kepercayaan merek berpengaruh signifikan terhadap kepuasan pelanggan aplikasi Maxim, kemudahan penggunaan berpengaruh signifikan terhadap kepuasan pelanggan pada aplikasi Maxim, kualitas pelayanan berpengaruh signifikan terhadap kepuasan pelanggan pada aplikasi Maxim dan kepercayaan merek, kemudahan untuk penggunaan dan kualitas pelayanan berpengaruh signifikan terhadap kepuasan pelanggan pada aplikasi Maxim. Perusahaan seharusnya meningkatkan kepercayaan merek dengan menyediakan jasa yang baik. Perusahaan perlu menjaga kemudahan penggunaan dari aplikasi kepada pengguna untuk menggunakan jasa perusahaan. Perusahaan perlu memberikan kualitas pelayanan yang baik untuk pelanggan.

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