Open AccessPengaruh Product Usability Dan Cashback Promotion Terhadap Brand Loyalty Layanan Digital Wallet Di Indonesia
Author(s) -
I Gede Wisnu Satria Chandra Putra
Publication year - 2021
Publication title -
bisma: jurnal manajemen/bisma
Language(s) - English
Resource type - Journals
eISSN - 2714-6782
pISSN - 2476-8782
DOI - 10.23887/bjm.v7i1.28413
Subject(s) - usability , promotion (chess) , business , advertising , loyalty , product (mathematics) , service (business) , brand awareness , brand loyalty , marketing , computer science , political science , mathematics , geometry , human–computer interaction , politics , law
Digital Wallet was a financial technology that was currently being used by people in Indonesia. However, the majority of users of this service were less loyal because they often use more than 1 application. In this study the authors analyzed the influence of product usability and cashback promotion factors on brand loyalty of digital wallet service users. The results of this study indicate that the product usability and cashback promotion factors have a significant positive effect on brand loyalty of digital wallet service users both simultaneously and partially. This proves that these two factors are determinants of how loyal the community is to a brand of digital wallet services.