Analisis kepuasan pengguna dompet digital GoPay dalam aplikasi Gojek dengan metode EUCS: studi kasis di Kota Medan

Tanwijaya, Amelia (2023) Analisis kepuasan pengguna dompet digital GoPay dalam aplikasi Gojek dengan metode EUCS: studi kasis di Kota Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

GoPay merupakan dompet digital yang lebih dulu beroperasi jika dibandingkan dengan OVO, akan tetapi pada survei Fintech Report 2021 dan pada Total Awareness and Top of Mind E-money, OVO mendapatkan angka kepopularitas yang lebih tinggi dari pada GoPay. Ketimpangan ini dan persaingan yang ketat mendukung diperlukannya kepedulian terhadap kepuasan pengguna yang lebih tinggi, sehingga pada penelitian ini akan dilakukan analisis dengan metode EUCS yang berfokus pada perspektif pengguna. Pengumpulan data berfokus pada kawasan Medan dan akan dilakukan secara online dengan metode purposive sampling. Jumlah total responden yang layak untuk diolah adalah 160 orang sesuai dengan metode Slovin. Proses analisis dibagi menjadi dua yaitu: analisis statistik deskriptif dan analisis linear berganda. Hasil penelitian yang didapatkan menunjukkan bahwa variabel content, timeliness, ease of use, dan format masuk kedalam kategori puas, sedangkan variabel accuracy masih dalam kategori kepuasan netral. Adapun keterhubungan kepuasan pengguna dan variabel dalam EUCS: variabel accuracy, ease of use, dan timeliness berpengaruh signifikan terhadap kepuasan pengguna, sedangkan content dan format tidak berpengaruh signifikan terhadap kepuasan pengguna./GoPay is a digital wallet that has been in operation for a longer period compared to OVO. However, in the Fintech Report 2021 survey and in the Total Awareness and Top of Mind E-money, OVO received a higher popularity score than GoPay. This data and the intense competition show the need for user satisfaction research. In this research, user satisfaction will be analyzed using the EUCS method, which focuses on user perspective. Data collection will be gathered in Medan city and will be carried out online using the purposive sampling method. The total number of respondents eligible for analysis is 160 people, according to Slovin. The analysis process is divided into descriptive statistical analysis and multiple linear analysis. The research results show that the variables: content, timeliness, ease of use, and format fall into the satisfied category, while the accuracy variable falls into the neutral satisfaction category. As for the relationship between user satisfaction and the variables in EUCS: accuracy, ease of use, and timeliness variables have a significant impact on user satisfaction, while content and format do not have a significant impact on user satisfaction.

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