Analisis Pengaruh Kemudahan Penggunaan dan Promosi Cashback terhadap Minat Penggunaan Ulang Pembayaran Elektronik ShopeePay Pada Mahasiswa Fakultas Vokasi

Abstract

The advancement of digital technology has significantly transformed consumer behavior in financial transactions, including among university students who increasingly use electronic payment systems like ShopeePay. This study aims to analyze the influence of Ease of Use and Cashback Promotion on the Reuse Intention of ShopeePay among students of the Vocational Faculty at Universitas Sumatera Utara. The research employs a quantitative method with an associative approach. A total of 95 respondents were selected using purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression with the help of SPSS. The results indicate that both Ease of Use (X1) and Cashback Promotion (X2) have a positive and significant partial and simultaneous effect on Reuse Intention (Y) of ShopeePay. Among these variables, Cashback Promotion has a more dominant influence, indicated by a higher regression coefficient. The coefficient of determination (R²) is 0.552, which means that 55.2% of the variation in reuse intention is explained by the two independent variables, while the remaining 44.8% is influenced by other factors. These findings highlight that marketing strategies and technical convenience are essential in retaining user loyalty, especially among students as part of the digital-native generation.