Faktor-Faktor yang Mempengaruhi Customer Retention: Kasus dari Linkaja [Factors Affecting Customer Retention: Case of Linkaja]
DOI:
https://doi.org/10.19166/ms.v1i1.3169Ключевые слова:
Trust, Reliability, Responsiveness, Website Design, Convenience, Personalization, Customer Retention, GenderАннотация
This study uses trust, reliability, responsiveness, website design, convenience, and personalisation as independent variables to determine the impact on customer retention on LinkAja users and help discover the problem that shifted LinkAja's position from the second largest in Indonesia, to the fourth. LinkAja is one of the online payment applications in Indonesia similar to that of Gopay, DANA, OVO, etc. This study also seeks to provide recommendations on how LinkAja can improve its position and be more competitive. This study uses questionnaire for data collection. Data analysis used is structural equation modeling (SEM) with SmartPLS and using reliability, validity, and multicollinearity analysis. The actual data collected used comprise of 140 women and 140 men. The results showed, in the case of female users, trust, reliability, and responsiveness were had no effect on customer retention. While for men, trust and website design have no effect on customer retention.
BAHASA INDONESIA ABSTRACT:
Penelitian ini menggunakan Trust, Reliability, Responsiveness, Website Design, Convenience, dan Personalisation sebagai variabel independen untuk mengetahui dampak terhadap Customer Retention pada pengguna LinkAja dan membantu masalah tergesernya posisi LinkAja yang tadinya pada urutan kedua terbesar di Indonesia, menjadi urutan ke 4 di mana LinkAja merupakan salah satu aplikasi pembayaran online di Indonesia seperti Gopay, DANA, OVO, dan lainnya. Memberikan rekomendasi mengenai bagaimana cara LinkAja dapat menaikkan posisinya dan dapat lebih kompetitif dengan perusahaan-perusahaan pesaing. Pada penelitian ini menggunakan kuesioner untuk data. Analisis data digunakan dengan menggunakan structural equation modelling (SEM) melalui SmartPLS dan menggunakan reliability, validity, dan multicollinearity analisis. Data aktual dibagikan kuesioner sebanyak 140 kepada wanita dan 140 kepada laki-laki. Hasil penelitian menunjukan, pada responden wanita, variabel trust, reliability, dan responsiveness adalah variabel yang tidak berpengaruh terhadap customer retention. Sedangkan pada laki-laki, trust dan website design merupakan variabel yang tidak berpengaruh terhadap customer retention.
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