Analisis pengaruh cashback program, paylater dan satisfaction terhadap continuance commitment pada aplikasi ovo

Carlo, Antonius and Poernomoadi, Athor Aoelawi and Yasahardja, Yohanes Yoga (2019) Analisis pengaruh cashback program, paylater dan satisfaction terhadap continuance commitment pada aplikasi ovo. Masters thesis, Universitas Pelita Harapan.

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Abstract

Tujuan penelitian ini untuk mengetahui pengaruh cashback program, PayLater, dan satisfaction terhadap continuance commitment pada pengguna aplikasi OVO. Penelitian ini dilakukan pada pengguna OVO payment di Provinsi DKI Jakarta. Unit analisis penelitian ini adalah pengguna OVO payment yang telah menggunakan layanan OVO payment dan mengerti tentang OVO payment pada tahun 2019. Metode analisis data menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa cashback program berpengaruh positif terhadap continuance commitment pengguna OVO, dan PayLater juga berpengaruh positif secara signifikan terhadap continuance commitment. Kemudian, satisfaction secara signifikan berhasil memediasi pengaruh cashback program dan PayLater terhadap continuance commitment. Kesimpulan penelitian adalah cashback program, PayLater, dan satisfaction berpengaruh positif dan signifikan terhadap continuance commitment pada pengguna aplikasi OVO. / The aims of study was to determine effect of cashback program, PayLater, and satisfaction on continuance commitment on OVO app users. This research was conducted on OVO payment users in DKI Jakarta Province. The unit of analysis of study were OVO payment users who have used OVO payment services and understand OVO payments in 2019. Data analysis methods used PLS-SEM. The results showed that cashback program has a positive effect on OVO user’s continuance commitment, and PayLater also had a positive and significant effect on continuance commitment. Then, satisfaction in significant way had successfully mediated cashback program and PayLater to continuance commitment. The conclusion of the study was that the cashback program, PayLater and satisfaction had a positive and significant effect continuance commitment on OVO app users.

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