REUSE INTENTION MODELS THROUGH CUSTOMER SATISFACTION DURING THE COVID-19 PANDEMIC: CASHBACK PROMOTION AND E-SERVICE QUALITY CASE STUDY: OVO ELECTRONIC MONEY IN JAKARTA
DOI:
https://doi.org/10.31933/dijdbm.v3i3.1170Keywords:
Reuse Intention, Customer Satisfaction, Cashback Promotion, E-Service QualityAbstract
The purpose of this study was to analyze the relationship between the model of reuse intention through customer satisfaction during the covid-19 pandemic through cashback promotions and e-service quality. The study involved 190 users of the OVO application. Researchers used Partial Least Square (PLS) as a technique used to analyze measurements and structural models. The results of this library research are that: Cashback promotion and e-service quality have a positive and significant effect on customer satisfaction and OVO electronic money users in Jakarta; Cashback promotions and e-service quality have a positive and significant impact on the reuse intention of OVO electronic money services in Jakarta; There is a positive and significant effect of customer satisfaction on the reuse intention of OVO electronic money services in Jakarta; Customer satisfaction can mediate the effect between cashback promotions and reuse intention of OVO electronic money services in Jakarta; Customer satisfaction can mediate the influence between e-service quality and reuse intention of OVO electronic money services in Jakarta.
References
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Limakrisna, N., & Ali, H. (2016). Model of Customer Satisfaction: Empirical Study At Fast Food Restaurants in Bandung. International Journal of Business and Commerce.
Lupiyoadi, R. (2014). Manajemen Pemasaran Jasa (3 ed.). Salemba Empat.
M, A., & Ali, H. (2017). MODEL KEPUASAN PELANGGAN: ANALISIS KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP CITRA MEREK PADA GIANT CITRA RAYA JAKARTA. Jurnal Manajemen. https://doi.org/10.24912/jm.v21i3.254
Mappesona, H., Ikhsani, K., & Ali, H. (2020). Customer purchase decision model, supply chain management and customer satisfaction: Product quality and promotion analysis. International Journal of Supply Chain Management.
Noor, J. (2011). Metodologi Penelitian: Skripsi, Tesis, Disertasi, & Karya Ilmiah. Prenada Media Group.
Nur, A. A. (2012). Pengaruh Promosi Penjualan Pakaian Wanita di Group Blackberry Messenger terhadap Minat Beli Mahasiswa Ilmu Komunikasi Universitas Hasanuddin. Universitas Hasanuddin.
Oetomo, R. A., & Nugraheni, R. (2010). Analisis Pengaruh Keragaman Menu, Persepsi Harga dan Lokasi Terhadap Minat Beli Ulang Konsumen (Studi pada Restoran Waroeng Taman Singosari Semarang). Jurnal Undip.
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Paul, P. J., & Olson, J. C. (2014). Consumer Behaviour: Perilaku Konsumen dan Strategi Pemasaran. Erlangga.
Pomering, A., & Dolnicar, S. (2009). Assessing the Prerequisite of Successful CSR Implementation: Are Consumers Aware of CSR Initiatives? Journal of Business Ethics, 85, 285–301.
Pradana, M. D. (2018). Pengaruh E-Service Quality dan Kemudahan terhadap Niat Beli Ulang dengan Kepuasan Sebagai Variabel Intervening. Jurnal Ilmu Manajemen, 6(1).
Pratama, A. R. (2019). Pengaruh Promosi Cashback Terhadap Loyalitas Pelanggan Dengan Mediasi Kepuasan Pelanggan Dalam Pelayanan Digital Wallet Studi Kasus Gopay dan OVO. Universitas Bakrie.
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Roushdy, A. S., & Ali, G. (2017). The Impact of Customers Engagement on Repurchase Intention: A Mediating Role of Customers Satisfaction: The Case of Takaful Insurance Industry. Scientific Journal for Economic & Commerce, 47(3), 569–602.
Sitio, T., & Ali, H. (2019). Patient Satisfaction Model and Patient Loyalty: Analysis of Service Quality and Facility (Case Study at Rawamangun Special Surgery Hospital). Scholars Bulletin. https://doi.org/10.36348/sb.2019.v05i10.002
Sulistiorini, M. S., & Ali, H. (2017). Customer satisfaction model: Product analysis, price, promotion and distribution (case study at PT Integrasia Utama). International Journal of Applied Business and Economic Research.
Sundaram, V., Ramkumar, D., & Shankar, P. (2017). Impact of E-Service Quality on Customer Satisfaction and Loyalty Empirical Study in India Online Business. Kinerja, 21(1), 48.
Thamrin, A., & Francis, T. (2013). Manajemen Pemasaran. Rajawali Pers.
Tjiptono, F. (2015). Strategi Pemasaran (4 ed.). Penerbit Andi.
Wuryasti, F. (2020). Shopeepay, OVO dan Gopay Mendominasi Pangsa Dompet Digital. Mediaindonesia.com. https://mediaindonesia.com/ekonomi/341621/shopeepay-ovo-dan-gopay-mendominasi-pangsa-dompet-digital
Yunita, D., & Ali, H. (2017). Model of Purchasing Decision ( Renting ) of Generator Set?: Analysis of Product Quality, Price and Service at PT. Hartekprima Listrindo. Economics, Business and Management. https://doi.org/10.21276/sjebm.2017.4.11.12
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2013). Service Marketing: Integrating Customer Focus Across The Firm (6 ed.). McGraw-Hill Companies.
Zulganef, Riyanto, M., Aryatri, R., Cahyani, C., & Fahera, M. F. (2020). The Impact of Online Sales Promotion And E-Service Quality On The Repurchase Intention of Shopee Customers (A Case Study On Buyers At Shopee Marketplace). PJAEE, 17(10), 3922–3932.
Ali, Hapzi, Evi, N., & Nurmahdi, A. (2018). The Influence of Service Quality, Brand Image and Promotion on Purchase Decision at MCU Eka Hospital. Business and Management Studies. https://doi.org/10.21276/sjbms.2018.3.1.12
Ali, Hapzi, Limakrisna, N., & Jamaluddin, S. (2016). Model of customer satisfaction: The empirical study at Bri in Jambi. International Journal of Applied Business and Economic Research.
Ali, Hapzi, & Mappesona, H. (2016). Build brand image: Analysis Service Quality and Product Quality (case study at Giant Citra Raya). International Journal of Economic Research.
Ali, Hapzi, Narulita, E., & Nurmahdi, A. (2018). Saudi Journal of Business and Management Studies ( SJBMS ) The Influence of Service Quality, Brand Image and Promotion on Purchase Decision at MCU Eka Hospital. Business and Management Studies. https://doi.org/10.21276/sjbms.2018.3.1.12
Analisa.id. (2019). Sejarah Panjang Ovo?: Startup Unicorn Kelima Indonesia. Analisa.id. https://analisa.id/sejarah-panjang-ovo-startup-unicorn-kelima-indonesia/09/10/2019/
Anggita, R., & Ali, H. (2017). The Influence of Product Quality, Service Quality and Price to Purchase Decision of SGM Bunda Milk (Study on PT. Sarihusada Generasi Mahardika Region Jakarta, South Tangerang District). Scholars Bulletin. https://doi.org/10.21276/sb
Anugrah, F. T. (2020). Effect of Promotion and Ease of Use on Customer Satisfaction and Loyalty on OVO Application Users. Quantitative Economics and Management Studies (QEMS), 1(1), 44–50.
Association of Internet Service Providers [APJII]. (2020). Profil Pengguna Internet Indonesia. Asosiasi Penyelenggara Jasa Internet Indonesia [APJII]. https://apjii.or.id/
Astuti, R. D., & Rusfian, E. Z. (2013). Pengaruh E-Service Quality Terhadap Repurchase Intention Melalui Customer Satisfaction (Studi Pada Online Shop Gasoo Galore). Universitas Indonesia.
Atmoko, B. D. (2020). Survei MarkPlus: Dompet Digital ShopePay Unggul, LinkAja Melempem. gizmologi.id. https://gizmologi.id/news/survei-markplus-dompet-digital-shopepay-unggul-linkaja-melempem/
Brata, B. H., Husani, S., & Ali, H. (2017). The Importance of Quality Products, Price, Promotion, and Location to Product Purchase Decision on Nitchi At PT. Jaya Swarasa Agung in Central Jakarta. Saudi Journal of Business and Management Studies. https://doi.org/10.21276/sjbms
Cipto, H., & Erdiansyah, R. (2020). The Effect of Sales Promotion, Service Quality, Perceived Value on Repurchase (Case Study of Original Levis Store in Jakarta). Advances in Social Science, Education and Humanities Research, 478.
Devita, V. D. (2020). E-Wallet Lokal Masih Mendominasi Q2 2019-2020. https://iprice.co.id/trend/insights/top-e-wallet-di-indonesia-2020/
Duniaperbankan.com. (2019). Aplikasi OVO Bisa Digunakan Dimana Saja. Duniaperbankan.com. https://www.duniaperbankan.com/aplikasi-ovo-bisa-digunakan-dimana-saja.html
Fiona, D. R., & Hidayat, W. (2020). Pengaruh Promosi Penjualan dan E-Service Quality terhadap Minat Beli Ulang Melalui Kepuasan Pelanggan (Studi pada pelanggan Gopay di Jabodetabek). Jurnal Ilmu Administrasi Bisnis, 9(1), 333–341.
Ghozali, I. (2014). Structural Equation Modeling, Konsep, dan Aplikasi Dengan Program Partial Least Square (Edisi 4). Badan Penerbit Universitas Diponegoro.
Government Regulation Number 21 of 2020 on Large-Scale Social Restrictions in the context of the Acceleration of Handling Corona Virus Disease 2019 (COVID-19). (2020). BPK Republik Indonesia.
Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7 ed.). Pearson Prentice Hall.
Hairiyah, S., & Ali, H. (2017). Customer Decision Analysis in Taking Multipurpose Loan?: Promotions, Locations and Credit Procedures ( A Case of the Bank " PQR Jakarta "). Saudi Journal of Business and Management Studies. https://doi.org/10.21276/sjbms.2017.2.3.6
Hasan, A. (2013). Marketing dan Kasus-Kasus Pilihan. CAPS Publishing.
Hasman, H. C. P., Ginting, P., & Rini, E. S. (2019). The Influence of E-Service Quality on E-Satisfaction and Its Impact on Repurchase Intention in Using E-Commerce Applications on Students of Universitas Sumatera Utara. International Journal of Research & Review, 6(10), 299–307.
Hikmah, A. N., & Riptiono, S. (2020). Pengaruh Customer Engagement dan E-Service Quality Terhadap Online Repurchase Intention dengan Customer Statisfaction Sebagai Variabel Intervening pada Maketplace Shopee. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis dan Akuntansi, 2(1).
Hootsuite. (2020). Digital in 2020. Wearesocial.com. https://wearesocial.com/digital-2020
Kotler, P., & Armstrong, G. (2014). Principle Of Marketing (15 ed.). Pearson Prentice Hall.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15 ed.). Global Edition Pearson Education Inc.
Limakrisna, N., & Ali, H. (2016). Model of Customer Satisfaction: Empirical Study At Fast Food Restaurants in Bandung. International Journal of Business and Commerce.
Lupiyoadi, R. (2014). Manajemen Pemasaran Jasa (3 ed.). Salemba Empat.
M, A., & Ali, H. (2017). MODEL KEPUASAN PELANGGAN: ANALISIS KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP CITRA MEREK PADA GIANT CITRA RAYA JAKARTA. Jurnal Manajemen. https://doi.org/10.24912/jm.v21i3.254
Mappesona, H., Ikhsani, K., & Ali, H. (2020). Customer purchase decision model, supply chain management and customer satisfaction: Product quality and promotion analysis. International Journal of Supply Chain Management.
Noor, J. (2011). Metodologi Penelitian: Skripsi, Tesis, Disertasi, & Karya Ilmiah. Prenada Media Group.
Nur, A. A. (2012). Pengaruh Promosi Penjualan Pakaian Wanita di Group Blackberry Messenger terhadap Minat Beli Mahasiswa Ilmu Komunikasi Universitas Hasanuddin. Universitas Hasanuddin.
Oetomo, R. A., & Nugraheni, R. (2010). Analisis Pengaruh Keragaman Menu, Persepsi Harga dan Lokasi Terhadap Minat Beli Ulang Konsumen (Studi pada Restoran Waroeng Taman Singosari Semarang). Jurnal Undip.
Otoritas Jasa Keuangan. (2019). FAQ Fintech Lending. Ojk.go.id. https://www.ojk.go.id/id/kanal/iknb/data-dan-statistik/direktori/fintech/Documents/FAQ Fintech Lending.pdf
Paul, P. J., & Olson, J. C. (2014). Consumer Behaviour: Perilaku Konsumen dan Strategi Pemasaran. Erlangga.
Pomering, A., & Dolnicar, S. (2009). Assessing the Prerequisite of Successful CSR Implementation: Are Consumers Aware of CSR Initiatives? Journal of Business Ethics, 85, 285–301.
Pradana, M. D. (2018). Pengaruh E-Service Quality dan Kemudahan terhadap Niat Beli Ulang dengan Kepuasan Sebagai Variabel Intervening. Jurnal Ilmu Manajemen, 6(1).
Pratama, A. R. (2019). Pengaruh Promosi Cashback Terhadap Loyalitas Pelanggan Dengan Mediasi Kepuasan Pelanggan Dalam Pelayanan Digital Wallet Studi Kasus Gopay dan OVO. Universitas Bakrie.
Prihartono, & Ali, H. (2020). The promises ethics and marketing concept strategy as a competitive advantage on private higher education (A survey on perception of product attributes and promotion mix in Indonesia). Talent Development and Excellence.
Putri, G. S. (2020). WHO Resmi Sebut Virus Corona Covid-19 sebagai Pandemi Global. Kompas.com. www.kompas.com/sains/read/2020/03/12/083129823/who-resmi-sebut-virus-corona-covid-19-sebagai-pandemi-global?page=all
Richardo, Hussin, M., Bin Norman, M. H., & Ali, H. (2020). A student loyalty model: Promotion, products, and registration decision analysis-Case study of griya english fun learning at the tutoring institute in wonosobo central Java. International Journal of Innovation, Creativity and Change.
Rizan, M., Bakar, K. A., & Saidani, B. (2015). The Relationship Between Customer Satisfaction And Security Toward Trust And Its Impact On Repurchase Intention (Survey On Customer Of Elevenia Online Website). Jurnal Riset Manajemen Sains Indonesia (JRMSI), 6(2), 599–617.
Roushdy, A. S., & Ali, G. (2017). The Impact of Customers Engagement on Repurchase Intention: A Mediating Role of Customers Satisfaction: The Case of Takaful Insurance Industry. Scientific Journal for Economic & Commerce, 47(3), 569–602.
Sitio, T., & Ali, H. (2019). Patient Satisfaction Model and Patient Loyalty: Analysis of Service Quality and Facility (Case Study at Rawamangun Special Surgery Hospital). Scholars Bulletin. https://doi.org/10.36348/sb.2019.v05i10.002
Sulistiorini, M. S., & Ali, H. (2017). Customer satisfaction model: Product analysis, price, promotion and distribution (case study at PT Integrasia Utama). International Journal of Applied Business and Economic Research.
Sundaram, V., Ramkumar, D., & Shankar, P. (2017). Impact of E-Service Quality on Customer Satisfaction and Loyalty Empirical Study in India Online Business. Kinerja, 21(1), 48.
Thamrin, A., & Francis, T. (2013). Manajemen Pemasaran. Rajawali Pers.
Tjiptono, F. (2015). Strategi Pemasaran (4 ed.). Penerbit Andi.
Wuryasti, F. (2020). Shopeepay, OVO dan Gopay Mendominasi Pangsa Dompet Digital. Mediaindonesia.com. https://mediaindonesia.com/ekonomi/341621/shopeepay-ovo-dan-gopay-mendominasi-pangsa-dompet-digital
Yunita, D., & Ali, H. (2017). Model of Purchasing Decision ( Renting ) of Generator Set?: Analysis of Product Quality, Price and Service at PT. Hartekprima Listrindo. Economics, Business and Management. https://doi.org/10.21276/sjebm.2017.4.11.12
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2013). Service Marketing: Integrating Customer Focus Across The Firm (6 ed.). McGraw-Hill Companies.
Zulganef, Riyanto, M., Aryatri, R., Cahyani, C., & Fahera, M. F. (2020). The Impact of Online Sales Promotion And E-Service Quality On The Repurchase Intention of Shopee Customers (A Case Study On Buyers At Shopee Marketplace). PJAEE, 17(10), 3922–3932.
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2022-04-14
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