The Influence of Product Usability , E-Service Quality and Cashback Promotion on Brand Loyalty among E-Money Application Users Shopeepay

Minia Agustina Br. Gurusinga, Fitri Ayu Nofirda, Dede Iskandar Siregar, Ikhbal Akhmad, Wan Laura Hardilawati

Abstract


This research aims to determine the influence between product usability , e-service quality and cashback promotion as an independent variable with brand loyalty as a dependent variable. The object carried out is the users of the e-money application shopeepay which has tried to make transactions on the e-money application Shopeepay . The sampling technique used was a purposive sampling method where 144 consumers became the research sample. The data collection technique uses the Likert scale method . Next, the data analysis technique uses multiple regression analysis methods with SPSS tools. The results of the research that has been carried out show that the product usability variable influence on brand loyalty . E-service quality variable influence on brand loyalty . Furthermore, the cashback promotion variable also influences brand loyalty . Apart from that, the R Square value was obtained at 60.9%, meaning that the ability of the product usability , e-service quality and cashback promotion variables in explaining the brand loyalty variable is quite strong.


Keywords


Pekanbaru, Shopeepay , Brand Loyalty , Product Usability

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DOI: https://doi.org/10.30596/miceb.v1i0.482

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