CD Skripsi

Pengaruh Product Usability Dan Cashback Promotion Terhadap Loyalitas Pengguna Dompet Digital “Ovo” Melalui Kepuasan Pengguna Pada Generasi Z Di Kota Pekanbaru

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ABTRACT
This study aims to examine the effect of Product Usability and Cashback Promotion on User Loyalty of the "OVO" digital wallet through user satisfaction in Z Generation in Pekanbaru City. The population in this study includes Z generation people who are domiciled in Pekanbaru City who use the OVO digital wallet with a sample size of 115 Z generation of Pekanbaru City and with the Non-Probability Sampling technique. Data analysis using SEM-PLS with the help of SmartPLS.4.0 software.
The results of this study indicate that (1) Product Usability has a positive and significant effect on satisfaction; (2) Cashback Promotion has a positive and significant effect on satisfaction; (3) product usability has a positive and significant effect on loyalty; (4) Cashback Promotion has a positive and significant effect on Loyalty; (5) Cashback Promotion has a positive and significant effect on Loyalty; (6) Product Usability has a significant positive effect on Loyalty through Satisfaction; (7) Cashback Promotion has a significant positive effect on Loyalty through Satisfaction.
Keywords: Product Usability, Cashback Promotion, Satisfaction, Loyalty, Z Generation

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1802124557

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1802124557

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

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