Analysis of Customer Value, Satisfaction and Loyalty of Recommendation Behavior in Digital Payment Applications: Case Study of Gopay and OVO

Abstract

The development of the use of digital payment is currently very rapid. Gopay and OVO are two of the digital payment service providers that are currently the most widely used by Indonesian people with evidence of data showing 2 digital payment users are quite high, although as we have seen, there are still many other digital payments that are quite competitive in the past. now. This study aims to see how ways to create customer value can influence customer satisfaction and loyalty improvement and provide behavioral recommendations that can be used as key success factors for digital payment services. The first method used in this research is exploratory research with data collection techniques using in-depth internet research data. While the second method is conclusively descriptive multiple cross-sectional by distributing online questionnaires to 408 samples with GoPay and / or OVO criteria in the age range of 17-45 years and having transacted in the past month. Then the data will be processed using a comparison between Semantic Differential and Structural Equation Modelling (SEM). The results of the analysis using the semantic differential method showed that GoPay was rated higher than OVO. Whereas the analysis using SEM method shows satisfaction, loyalty and interest in recommendations that have positive influence so that each factor that is considered to be able to meet the requirements of interest recommendations can have a positive effect and can directly create a recommendation behavior for digital payment users.