PENGARUH PERCEIVED EASE OF USE TERHADAP KEPUASAN KONSUMEN PADA APLIKASI DIGITAL PAYMENT DANA
DOI:
https://doi.org/10.36085/jamekis.v8i3.8982Abstrak
Perkembangan teknologi finansial mendorong peningkatan penggunaan aplikasi dompet digital, salah satunya DANA. Kemudahan penggunaan menjadi faktor penting mempengaruhi kepuasan konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh Perceived Ease of Use terhadap Kepuasan Konsumen pada pengguna aplikasi DANA di Kota Bengkulu. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Responden penelitian adalah pengguna aktif aplikasi DANA sebanyak 120 responden yang dipilih menggunakan teknik purposive sampling. Instrumen berbentuk kuesioner dan analisis data dengan regresi linier sederhana. Hasil penelitian menunjukkan bahwa variabel Perceived Ease of Use berpengaruh positif dan signifikan terhadap kepuasan konsumen dengan nilai koefisien regresi sebesar 0,805 dan signifikansi 0,000 (<0,05). Nilai koefisien determinasi (R²) sebesar 0,578 mengindikasikan bahwa sebesar 57,8% variabel kepuasan konsumen dapat dijelaskan oleh variabel Perceived Ease of Use, sementara sisanya dipengaruhi oleh faktor lain di luar model. Kesimpulan dari penelitian ini adalah bahwa semakin tinggi persepsi kemudahan penggunaan aplikasi DANA, maka semakin tinggi pula tingkat kepuasan yang dirasakan oleh penggunanya.
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