Dimensi E Servqual dalam Mengukur Continuance Use Aplikasi Ojek Online (OJOL): Perspektif Mahasiswa Akuntansi sebagai Generasi Digital

Abstract

This study aims to examine the influence of e-servqual dimensions on user satisfaction and its impact on the continuance use of ojek online application among active undergraduate accounting students at the Faculty of Economics and Business, Universitas Sumatera Utara. The dimensions analyzed include efficiency, fulfillment, system availability, privacy, responsiveness, compensation, and contact. A quantitative approach was employed using a cross-sectional design and survey method. The population consisted of active undergraduate accounting students from the 2019 to 2024 cohorts, with a sample size of 291 respondents. Data were collected through questionnaires distributed to the participants. The results indicate the efficiency, fulfillment, responsiveness, and compensation have positive and significant effect on user satisfaction. In contrast, system availability, privacy, and cont show a positive but insignificant effect. Furthermore, satisfaction has a positive and significant impact on the continuance use of online ride-hailing applications. This study highlights that improving service quality is a key strategy to enhance user satisfaction, which subsequently promotes continued use of ojek online service.