Pengaruh Kualitas Pelayanan dan Citra Merek Terhadap Kepuasan Pelanggan Dompet Digital OVO pada Masa Pandemi Covid-19

Abstract

This study aims to examine the effect of service quality and brand image either simultaneously or partially on customer satisfaction of digital wallet OVO during the COVID-19 pandemic. The number of samples in this study were 90 respondents, the sample technique used was purposive sampling technique. The data collection method used is the questionnaire method. The data analysis technique in this research is quantitative using multiple linear regression analysis. The results of this study indicate that (1) service quality has a positive and partially significant effect on customer satisfaction with an effect of 41.5%. (2) brand image has a positive and partially significant effect on customer satisfaction with an effect of 12.7%. (3) service quality and brand image simultaneously have a significant effect on customer satisfaction with an effect of 66.8% and the influence of other variables of 33.2%.