Pengaruh Customer Experience, Kepuasan, Dan Kepercayaan Terhadap Loyalitas Pengguna GoPay Studi Kasus Pada Gen Z Di Kecamatan Lowokwaru Kota Malang)

Abstract

Abstract

This study aims to examine and analyze the effect of customer experience, satisfaction, and trust on GoPay user loyalty among Generation Z in Lowokwaru District, Malang City, both simultaneously and partially. The rapid growth of digital wallet services in Indonesia has intensified competition among fintech providers, so that user loyalty has become a critical concern for GoPay as one of the country's leading e-money platforms. This research applies a quantitative approach using a survey method. Data were collected from 85 respondents selected through purposive and snowball sampling techniques based on criteria such as active GoPay usage, domicile in Lowokwaru District, and an age range of 17-28 years. The data were analyzed using multiple linear regression with the assistance of SPSS. The results show that customer experience, satisfaction, and trust simultaneously have a significant effect on GoPay user loyalty, with an Adjusted R Square value of 0.606, indicating that the three independent variables explain 60.6% of the variance in user loyalty. Partially, customer experience, satisfaction, and trust each have a positive and significant effect on user loyalty, with customer experience showing the strongest influence. These findings suggest that GoPay should continue to enhance transaction convenience, service responsiveness, and data security in order to strengthen long-term user loyalty among Generation Z.

Keywords : Customer Experience; Kepuasan; Kepercayaan; Loyalitas Pengguna; Dompet Digital