Pengaruh Kemudahan Aplikasi DANA terhadap Loyalitas Pengguna E-Wallet DANA di Kalangan Mahasiswa Vokasi Universitas Sumatera Utara

Abstract

This study aims to analyze the influence of the ease of service features on user loyalty of the DANA e-wallet among vocational students in the D3 Finance Study Program. The benefits of this research are expected to provide convenience and security for DANA users in conducting transactions, and to assist DANA in improving the quality of its service features that affect user loyalty. This research employs a quantitative associative approach. Data sources consist of both primary and secondary data. Data collection techniques include questionnaires and literature studies. The data were gathered through questionnaires distributed to 58 students of the D3 Finance program who are active users of the DANA application. The research instruments include validity and reliability tests. Data analysis techniques used in this study involve classical assumption tests and simple regression analysis using SPSS software. The results of the study indicate a positive and significant influence of the ease of service features on DANA user loyalty, both partially and simultaneously. The higher the perceived ease of use of the DANA application, the higher the user's loyalty to the application. These findings highlight the importance of developing user-friendly application features to enhance user retention among students.