Teknologi dan informasi saat ini mengalami perkembangan yang sangat pesat terutama pada sistem pembayaran, sehingga merubah kebiasaan yang semula menggunakan pembayaran tunai kini beralih ke pembayaran non tunai (less cash society). Sejak tahun 2016 Bisnis Fianancial Technology (Fintech) mulai tumbuh dan berkembang dengan subur. Munculnya bisnisn baru ini semakin memberikan ruang bagi pebisnis baru ataupun lama untu berlomba menciptakan inovasi dalam mengembangkan bisninya. Salah satunya yang memberikan respon perkembangan ini adalah Go-Jek indonesia dimana Go-Jek merupakan usaha jasa transportasi online. Inovasi dalam bisnis Fintech  Go-Jek yakni pembayaran non tunai Go-Pay. Go-Pay merupakan salah satu layanan Fintech yang tumbuh pesat dan diprediksi menjadi Mobile wallet nomor satu di Indonesia.

Penelitian ini merupakan penelitihan kuantitatif. Tujuan penelitian ini adalah untuk mengetahui pengaruh Citra Merek dan Promosi terhadap kepuasan pelanggan pengguna Go-jek khusus vitur Go-pay. Teknik pengambilan sampel menggunakan Non Probability Sampling dengan metode Purposive Sampling. Teknik analisa data menggunakan analisis regresi linier berganda.

Berdasarkan Hasil Penelitian,  menunjukan Bahwa variabel pertama Citra merek berpengaruh positif terhadap kepuasan pelanggan, kemudian variabel kedua promosi berpengaruh positif terhadap kepuasan pelanggan. Pengujian selanjutnya variabel citra dan promosi berpengaruh positif terhadap kepuasan pelanggan pengguna Go-Jek fitur Go-Pay.

Kata Kunci : Citra Merek, Promosi, Kepuasan Pelanggan

Technology and information is currently experiencing very rapid development, especially in the payment system, so that changing habits that were originally using cash payments are now switching to non-cash payments (less cash society). Since 2016 the Business Financial Technology (Fintech) began to grow and flourish. The emergence of this new business is increasingly providing space for new or old businesses to compete in creating innovation in developing their business. One of them that gave response to this development was Go-Jek Indonesia where Go-Jek was an online transportation service business. Innovation in the Go-Jek Fintech business is Go-Pay non-cash payments. Go-Pay is a Fintech service that is growing rapidly and is predicted to become the number one mobile wallet in Indonesia.

This research is a quantitative research. The purpose of this study was to determine the effect of Brand Image and Promotion on customer satisfaction for Go-jek users specifically for Go-pay features. The sampling technique uses Non Probability Sampling with Purposive Sampling method. Data analysis techniques using multiple linear regression analysis.

Based on the results of the study, showed that the first variable brand image has a positive effect on customer satisfaction, then the second variable promotion has a positive effect on customer satisfaction. The next test variable image and promotion has a positive effect on customer satisfaction of Go-Jek Go-Pay features.

Keywords: Brand Image, Promotion, Customer Satisfaction