Pengaruh Perceived Ease Of Use dan E-Service Quality terhadap Loyalitas Pengguna Aplikasi Kopi Kenangan di Kota Medan

Abstract

The ongoing advancements in technology and digitalization have catalyzed transformations within the business sector, where both production and consumption activities are increasingly oriented towards digital platforms. Kopi Kenangan, an Indonesian Food and Beverage (F&B) enterprise, leverages technology by offering a mobile application to its consumers, with the objective of enhancing consumer satisfaction and loyalty. In pursuit of this objective, the constructs of perceived ease of use and e-service quality are critical determinants in fostering consumer loyalty towards the utilization of the mobile application. This research investigates the influence of perceived ease of use and e-service quality on user loyalty towards the Kopi Kenangan Application within Medan City. The influence of the perceived ease of use and the e-service quality on user loyalty will be partially and simultaneously analyzed. A quantitative methodology, employing a associative research approach, was utilized. Primary data were acquired through questionnaires administered both directly and online to 97 respondents, selected via purposive sampling. Secondary data were obtained through a review of relevant literature. The data analysis protocol involved Structural Equation Modelling (SEM) based on Partial Least Squares (PLS). Data analysis encompassed validity testing, reliability testing, model quality assessment, model predictive relevance evaluation, and hypothesis testing. The research findings indicate that perceived ease of use demonstrates a positive and significant influence on user loyalty (t-statistic = 9.669, significance level < 0.05). E-service quality demonstrates a positive and statistically significant influence on user loyalty (t-statistic = 2.196, significance level < 0.05). The simultaneous effect of perceived ease of use and e-service quality on user loyalty is significant, explaining 48,92% of the variance.