Digital Payment Usefulness and Trustworthiness as Drivers of Customer Stickiness: The Mediating Role of Customer Experience in Intercity Bus Services
DOI:
https://doi.org/10.61104/jq.v4i2.5530Keywords:
persepsi manfaat, kepercayaan, pengalaman pelanggan, retensi pelanggan, pembayaran digital.Abstract
Studi ini bertujuan untuk menguji pengaruh perceived usefulness (manfaat yang dirasakan) dan trustworthiness (kepercayaan) terhadap customer stickiness (retensi pelanggan), dengan customer experience (pengalaman pelanggan) sebagai variabel mediasi, dalam konteks penggunaan pembayaran digital pada penumpang bus antar kota dalam provinsi (AKDP) di Terminal Purabaya, Indonesia. Pendekatan yang dipilih dalam studi ini adalah kuantitatif eksplanatori dengan melibatkan 132 responden yang pernah menggunakan sistem pembayaran digital dalam transaksi perjalanan mereka. Data dikumpulkan melalui kuesioner terstruktur dan dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil riset di lapangan menunjukkan bahwa perceived usefulness dan trustworthiness berpengaruh positif dan signifikan terhadap customer experience, yang selanjutnya berpengaruh signifikan terhadap customer stickiness. Analisis mediasi mengonfirmasi bahwa customer experience secara signifikan memediasi hubungan antara perceived usefulness dan trustworthiness terhadap customer stickiness. Hal ini menunjukkan bahwa manfaat fungsional dan kepercayaan pengguna membentuk perilaku penggunaan berkelanjutan melalui mekanisme pengalaman. Temuan ini memperluas Technology Acceptance Model (TAM) dengan menunjukkan peran perceived usefulness dan trustworthiness dalam menjelaskan perilaku pasca-adopsi pada penggunaan pembayaran digital. Secara praktis, penelitian ini memberikan wawasan bagi penyedia layanan transportasi publik untuk meningkatkan implementasi pembayaran digital dengan memprioritaskan kegunaan sistem, kepercayaan, dan pengalaman pelanggan yang positif guna mendorong penggunaan jangka panjang.
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