Detail Cantuman  |  Perpustakaan Universitas Putra Bangsa

Abstrak
Penelitian ini bertujuan untuk mengetahui pengaruh promotion, perceived ease of use, perceived usefulness terhadap customer satisfaction pada pengguna transaksi GoPay di Kabupaten Kebumen. Populasi dalam penelitian ini adalah pengguna transaksi GoPay pada layanan aplikasi Gojek di Kabupaten Kebumen. Sampel dalam penelitian ini sebanyak 100 responden dengan metode purposive sampling. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif. Analisis data menggunakan analisis regresi linear berganda dengan program SPSS 23 for windows. Hasil penelitian ini menunjukkan bahwa promotion berpengaruh signifikan terhadap customer satisfaction pengguna transaksi GoPay, perceived ease of use berpengaruh signifikan terhadap customer satisfaction pengguna transaksi GoPay, perceived ease of use berpengaruh signifikan terhadap customer satisfaction pengguna transaksi GoPay, perceived usefulness berpengaruh signifikan terhadap customer satisfaction pengguna transaksi GoPay. Sedangkan promotion, perceived ease of use, perceived usefulness secara simultan berpengaruh signifikan terhadap customer satisfaction pengguna transaksi GoPay. Hasil penelitian ini menunjukkan bahwa pengaruh variabel bebas (promotion, perceived ease of use, perceived usefulness) terhadap variabel terikat (customer satisafction) sebesar 58,80% sedangkan sisanya 41,20% dijelaskan oleh variabel lain diluar variabel bebas yang diteliti oleh penulis.
Kata kunci : Promotion, Perceived Ease of Use, Perceived Usefulness GoPay.

Abstract
This study aims to determine the effect of promotion, perceived ease of use, perceived usefulness on the customer satisfaction users digital payment GoPay. The population in this study were the GoPay transaction users on the GoJek application in Kebumen Regency. This study sample was 100 respondent using the purposive sampling method. The method used in this study is a quantitative method. Data analysis using path analysis with SPSS 23 program. The results of this study indicate that promotion have a significant effect on customer satisfaction users GoPay transaction, perceived ease of use have a significant effect on customer satisfaction users GoPay transaction, perceived usefulness have a significant effect on customer satisfaction users GoPay transaction. These result indicate promotion, perceived ease of use, perceived usefulness have a significant effect on customer satisfaction users GoPay transaction.These results indicate that the influence of independent variables (promotion, perceived ease of use, perceived usefulness) significantly positive on the dependent variable (customer satisfaction)of 58,80%, while the remaining 41,20% is explained by other variables outside this research.
Keywords : Promotion, Perceived Ease of Use, Perceived Usefulness GoPay