Pengaruh Pengalaman Pengguna, Keamanan, dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan Pada E-Wallet Dana di Kabupaten Bireuen

Abstract

This quantitative study, employing an explanatory-causal design, was conducted to analyze the influence of User Experience (X1), Security (X2), and Customer Satisfaction (X3) on Customer Loyalty (Y) among users of the DANA e-wallet application in Bireuen Regency. A non-probability sampling technique specifically purposive sampling based on precise inclusion criteria was utilized to select 105 active respondents as empirical subjects via an online structured questionnaire. The data were analyzed using a Multiple Linear Regression model processed through SPSS statistical software. Inferential analysis results demonstrate that, individually, User Experience makes a positive and significant contribution to Customer Loyalty (t-calculated = 2.797 > t-table = 1.661; p = 0.006 < 0.05). Similarly, the Security variable was found to have a positive and significant effect on Customer Loyalty (t-calculated = 2.209 > t-table = 1.661; p = 0.029 < 0.05). Meanwhile, Customer Satisfaction was confirmed to play the most dominant role in strengthening Customer Loyalty (t-calculated = 5.054 > t-table = 1.661; p = 0.000 < 0.05). Collectively, these three independent predictors were shown to significantly determine the level of Customer Loyalty (F-calculated = 86.268 > F-table = 2.69; p = 0.000 < 0.05). The strength of the linear relationship is indicated by the correlation coefficient (R = 0.848), reflecting a very strong degree of association, while the estimated coefficient of determination (R² = 0.719) confirms that 71.9% of the variance in Customer Loyalty can be explained by the combination of the three predictor variables, with the remaining 28.1% influenced by exogenous factors outside the research model.