The Influence of Perceived Easy of use and Perceived Usefulness on Dana user Loyalty on Surabaya with Satisfaction as a Medaiting Variable

Abstract

This research aims to determine the influence of perceived ease of use and perceived usefulness on DANA user loyalty in Surabaya, with satisfaction as a mediating variable. Quantitative research methods were used in this research. The sample selection technique used is convenience sampling. Data collection was carried out by giving questionnaires to 105 students using DANA in Surabaya. The data obtained was then analyzed using variance-based Structural Equation Modeling (SEM). approach, also known as an alternative SEM method using Partial Least Square (PLS SEM) software. The findings of this research show that perceptions of convenience and benefits have a positive and significant effect on the loyalty of DANA users in Surabaya. Perceived convenience and perceived benefits mediated by satisfaction have a positive and significant effect on loyalty among DANA users in Surabaya.