The Influence Of Satisfaction And Trust On Customer Loyalty In Using The Dana E-Wallet Application(Case Study on E-Wallet Application Service Users DANA Bengkalis District)

Abstract

This study aims to examine the influence of satisfaction (X1) and trust (X2) on customer loyalty (Y) in using the Dana e-wallet application in Bengkalis District. A quantitative approach was employed, collecting data through questionnaires distributed to 100 respondents. Data analysis involved descriptive statistics, validity and reliability tests, classical assumption analysis, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²). The results showed that both satisfaction (X1) and trust (X2) have a positive and significant impact on customer loyalty (Y). This is evidenced by the calculated t-value being greater than the t-table value and the calculated f-value exceeding the f-table value. The coefficient of determination (R²) of 0.796 indicates that 79.6% of the variation in customer loyalty can be explained by customer satisfaction and trust. This study concludes that satisfaction and trust are crucial factors influencing customer loyalty in using the Dana e-wallet application in Bengkalis District. Therefore, Dana should prioritize enhancing customer satisfaction and trust to foster increased customer loyalty.