Open AccessPENGARUH USER EXPERIENCE TERHADAP LOYALITAS MELALUI KEPERCAYAAN PADA PENGGUNA SHOPEEPAY
Author(s) -
Rifki Hanif
Publication year - 2022
Publication title -
jurnal ilmiah bisnis dan ekonomi asia
Language(s) - English
Resource type - Journals
eISSN - 2620-875X
pISSN - 0126-1258
DOI - 10.32815/jibeka.v16i1.969
Subject(s) - nonprobability sampling , mediation , loyalty , path analysis (statistics) , sample (material) , psychology , advertising , intervening variable , loyalty business model , business , computer science , marketing , service quality , population , sociology , social science , chemistry , demography , chromatography , machine learning , service (business)
This study aims to examine the effect of trust as a mediation between user experience on the loyalty of Shopeepay application users among students of the FEB Institute of Asia Malang. This study uses path analysis. The type of research used is explanatory research with survey methods—data obtained by distributing questionnaires to a sample of 40 student respondents obtained through purposive sampling. Regarding the analysed data, user experience affects user loyalty through consumer trust. At the same time, the user experience variable does not directly affect customer loyalty.