Pengaruh Gaya Hidup, E-Service Quality, dan E-Trust terhadap E-Loyalty pada Pengguna Aplikasi Dana (Studi pada Mahasiswa S-1 Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara)

Abstract

This research aims to analyze and determine how much the influence of Lifestyle, E-Service Quality, and E-Trust on E-Loyalty of DANA application users (Study on Undergraduate Student of Faculty of Economics and Business Universitas Sumatera Utara). This research is an associative research with quantitative data types. The population of this research are active undergraduate students of Faculty of Economics and Business Universitas Sumatera Utara, who have used the DANA application of unknown number. The number of samples in this research are 135 respondents, using the purposive sampling technique with the criterias had been using DANA application for at least three months and made two transactions in last month. The daa analysis technique used is multiple linear regression analysis by using the SPSS program. The results of this research indicate that Lifestyle, E- Service Quality, and E-Trust simultaneously have a significant effent on E-Loyalty of DANA application user (Study on Undergraduate Student of Faculty of Economics and Business Universitas Sumatera Utara) and have a contribution of 53% and the remaining 47% of E-Loyalty is explained by other factors outside the model in this research. Based on the results of the analysis, it was also found that Lifestyle, E-Service Quality, and E-Trust partially have a positive and significant effect on E-Loyalty of DANA application user (Study on Undergraduate Student of Faculty of Economics and Business Universitas Sumatera Utara)