Pengaruh E-Service Quality, E-Trust, dan Sosial Influence terhadap E-Customer Loyalty Pengguna Aplikasi Dana (Studi Kasus pada Mahasiswa S-1 Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara)

Abstract

This research aims to analyze and find out how much influence E-Service Quality, E-Trust and Social Influence both partially and simultaneously on E-Customer Loyalty in DANA application users (Study on S-1 Students of the Faculty of Economics and Business, University of North Sumatera). This is associative research with quantitative data type. The population of this study were all active S-1 students of the Faculty of Economics and Business, University of North Sumatra who have used the DANA application. The number of samples in this study were 100 people with sampling technique sample with the criteria that they have transacted using the DANA application at least for approximately six months and transacted twice in the last month. The data analysis technique used is multiple linear analysis using the SPSS programmer. The results showed that simultaneously, E-Service Quality, E-Trust and Social Influence had a significant effect on E-Customer Loyalty in DANA application users (Study on S-1 Students of the Faculty of Economics and Business, University of North Sumatra) and had a contribution of 62% and the remaining 38% of E-Customer Loyalty was explained by other factors outside this research model. Based on the result of the analysis, it was also found that E-Service Quality, E-Trust, and Social Influence partially have a positive and significant effect on E-Customer Loyalty in DANA application users (Study on S-1 Students of the Faculty of Economics and Business, University of North Sumatra)