Volume 2 number 2 (03)

THE INFLUENCE OF PERCEIVED USEFULNESS AND PERCEIVED EASE OF USE ON LOYALTY IN SPOT ONLINE TRADING APPLICATIONS FROM SUCOR SEKURITAS THROUGH CUSTOMER SATISFACTION

Pages 79-84

DOI 10.61552/JIBI.2024.02.003

ORCID Diah Yulisetiarini, Nauval Yasfika Maulana, Deasy Wulandari, Tatok Endhiarto, Susanti Prasetiyaningtiyas, Nurhayati Nurhayati


Abstract: This research is an Explanatory Research study that aims to analyze the effect of Perceived Usefulness and Perceived Ease Of Use on customer loyalty through customer satisfaction. This research technique uses nonprobability sampling with a purposive sampling approach. The sample size used in this study was 150 respondents, and data was collected by distributing questionnaires online with the criteria that respondents were retail customers of SucorSekuritas and had made transactions using the SPOT online trading application at least three times. The method of analysis of this research uses path analysis. The results showed that Perceived Usefulness has a significant positive effect on customer satisfaction, Perceived ease of use has a significant positive effect on customer satisfaction, Perceived Usefulness has a significant positive effect on customer loyalty, Perceived ease of use has a significant positive effect on customer loyalty, Customer Satisfaction has a significant effect on Customer Loyalty on the SPOT online trading application.

Keywords: Perceived Usefulness, Perceived Ease Of Use, Satisfaction, Loyalty, Online Trading

Recieved: 11.11.2023 Revised: 09.12.2023. Accepted: 10.01.2024

Publication Information

Publisher

Editor-in-Chief Director-in-Charge Managing Editor
Aleksandar Djordjevic

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Quarterly
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Indexing and Abstracting