PERCEIVED EASE OF USE AND CONSUMER SATISFACTION IN THE DANA DIGITAL PAYMENT APPLICATION
DOI:
https://doi.org/10.36085/jamekis.v8i3.8982Abstract
The development of financial technology has driven the increasing use of digital wallet applications, one of which is DANA. Ease of use is a crucial factor influencing consumer satisfaction. This study aims to examine the effect of Perceived Ease of Use on consumer satisfaction among DANA application users in Bengkulu City. A quantitative approach with a survey method was employed. The research involved 120 active DANA users selected through purposive sampling. Data were collected using a questionnaire and analyzed with simple linear regression. The results indicate that the Perceived Ease of Use variable has a positive and significant effect on consumer satisfaction, with a regression coefficient of 0.805 and a significance level of 0.000 (<0.05). The coefficient of determination (R²) value of 0.578 suggests that Perceived Ease of Use explains 57.8% of the variance in consumer satisfaction, while other factors outside the model account for the remainder. This study concludes that the higher the perceived ease of use of the DANA application, the greater the level of satisfaction experienced by its users.
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