Pengaruh Kemudahan Transaksi dan Kecepatan Layanan terhadap Kepuasan Konsumen Gopay di Jakarta Selatan

Abstract

The digital transformation toward a cashless society has triggered intense competition among digital wallet providers in Indonesia, requiring companies to consistently ensure user satisfaction. This study aims to analyze the effect of ease of transaction and service speed, both partially and simultaneously, on GoPay consumer satisfaction. This study employs a quantitative approach. The population comprises residents in Pancoran District, South Jakarta, with a sample of 100 respondents selected using a purposive sampling technique. Primary data collection was conducted using a Likert-scale questionnaire and analyzed via multiple linear regression using SPSS 20 software. The findings indicate that all instrument items are valid, reliable, and fulfill the classical assumption requirements. Partially, ease of transaction demonstrates a positive and significant effect on consumer satisfaction, and service speed also exhibits a positive and significant effect on consumer satisfaction. Simultaneously, both independent variables jointly exert a significant effect on consumer satisfaction. Therefore, optimizing ease of transaction and service speed serves as a vital factor in maintaining user loyalty and satisfaction.