Analisis Tingkat Kepuasan Pelanggan Terhadap Layanan GOPAY Menggunakan Structural Equation Modeling (Studi Kasus : Kota Surabaya)

Analisis Tingkat Kepuasan Pelanggan Terhadap Layanan GOPAY Menggunakan Structural Equation Modeling (Studi Kasus : Kota Surabaya)

Dompet digital merupakan suatu bentuk kartu elektronik yang dikembangkan melalui perangkat digital seperti telepon seluler yang sering kita temui untuk melakukan transaksi secara online dan juga mengirim uang secara online dari satu pelanggan seluler ke pelanggan seluler lainnya. Interaksi jual-beli hanya diperlukan kartu debit atau kredit yang terhubung dengan aplikasi dompet digital. GOPAY adalah salah satu sarana dompet digital untuk Masyarakat dalam melakukan transaksi, termasuk Kota Surabaya yang merupakan Kota Metropolitan terbesar Kedua di Indonesia dengan mayoritas menggunakan telepon seluler. Tujuan penelitian ini adalah untuk mengetahui faktor apa saja yang mempengaruhi kepuasan pelanggan dalam penggunaan GOPAY. ada 6 faktor yang berkaitan dalam pengaruh kepuasan pelanggan, yaitu technological self-efficacy, perceived ease of use, perceived usefulness, perceived risk, security system, dan perceived trust. Ada 100 responden survei masyarakat Surabaya yang menggunakan minimal 1 kali tranksasi aplikasi GOPAY. Data primer yang digunakan pada penelitian ini adalah pembagian kuesioner secara online. Karena penelitian ini ii menggunakan model SEM untuk menganalisis data, maka model yang digunakan tidak terbatas untuk menggunakan variabel tambahan lain pada model penelitian dengan perangkat lunak SmartPLS 3.0. Hasil penelitian ini yaitu pengaruh perceived ease of use terhadap customer satisfaction, technological self-efficacy terhadap customer satisfaction, perceived ease of use terhadap perceived usefulness, dan perceived ease of use terhadap customer satisfaction menunjukkan hubungan signifikan dan positif yang menimbulkan ada 3 faktor yang saling mempengaruhi pada kepuasan pelanggan yang menggunakan layanan GOPAY.

Kata Kunci : Kepuasan Pelanggan, Layanan GOPAY, Technological Self-Efficacy, Perceived Ease of Use, Perceived Usefulness, Perceived Risk, Security System, Perceived Trust, SEM, PLS-SEM. 

A digital wallet is a form of electronic card developed through digital devices such as mobile phones that we often encounter to make online transactions and also send money online from one mobile phone customer to another. Buying and selling interactions only require a debit or credit card connected to the digital wallet application. GOPAY is one of the digital wallet facilities for the public to make transactions, including the city of Surabaya which is the second largest metropolitan city in Indonesia with the majority using mobile phones. The purpose of this research is to find out what factors affect customer satisfaction in using GOPAY. There are 6 factors related to the influence of customer satisfaction, this is technological self-efficacy, perceived ease of use, perceived usefulness, perceived risk, security system, and perceived trust. There were 100 survey respondents of the Surabaya community who used at least 1 transaction using the GOPAY application. The primary data used in this research is the distribution of questionnaires online. Because this research used the SEM model to analyze data, the model used is not limited to using other additional variables in the research model with SmartPLS 3.0 software. The results of this research is the influence of perceived ease of use on customer satisfaction, technological self-efficacy on customer satisfaction, perceived ease of use iv on perceived usefulness, and perceived ease of use on customer satisfaction show a significant and positive relationship that causes 3 factors that affect customer satisfaction using GOPAY services.

Keywords: Customer Satisfaction, GOPAY Services, Technological SelfEfficacy, Perceived Ease of Use, Perceived Usefulness, Perceived Risk, Security System, Perceived Trust, SEM, PLS-SEM.