The Contribution of Service Quality and Ovo Digital Payments on User Satisfaction and Customer Loyalty
This study aims to examine and analyze the influence of service quality and digital payments on user satisfaction on customer loyalty. The data used in this study is in the form of primary data taken from the results of questionnaire responses by GrabBike customers who use ovo digital payments. The data processing method uses the path analysis method with the help of the SPSS analysis tool version 21. Static testing in this study uses the goodness of fit test. The results of the study show that service quality has a direct positive and significant effect directly or indirectly through user satisfaction to customer loyalty, digital payments have a positive and significant effect directly and indirectly through user satisfaction to customer loyalty and user satisfaction has a direct positive effect on customer loyalty.
Keywords: Customer Loyalty, User Satisfaction, Digital Payment, Service Quality
