Pengaruh E-Service Quality, Sales Promotion, dan Switching Barrier terhadap Customer Loyalty Aplikasi GoPay pada Generasi Z

Abstract

Pertumbuhan pengguna internet dan adopsi fintech di Indonesia mendorong pesatnya perkembangan layanan dompet digital. GoPay sebagai dompet digital yang pernah mendominasi menghadapi tekanan persaingan di tengah kompetisi yang semakin ketat. Selain itu, fenomena multi-wallet menunjukkan bahwa pengguna memiliki berbagai alternatif platform pembayaran digital, sehingga customer loyalty menjadi isu yang penting untuk dikaji, khususnya pada Generasi Z sebagai kelompok pengguna dompet digital yang dominan. Penelitian ini bertujuan menganalisis pengaruh e-service quality, sales promotion, dan switching barrier terhadap customer loyalty pada aplikasi GoPay di kalangan Generasi Z di Jabodetabek menggunakan metode SEM-PLS. Penelitian ini melibatkan 173 responden. Hasil penelitian menunjukkan bahwa sales promotion dan switching barrier berpengaruh positif signifikan, sementara e-service quality tidak berpengaruh signifikan terhadap customer loyalty. Temuan ini mengimplikasikan bahwa customer loyalty dapat ditingkatkan melalui optimalisasi program cashback, penguatan switching barrier melalui membership atau tiered loyalty program, serta menjaga stabilitas performa aplikasi.

The growth of internet users and fintech adoption in Indonesia has accelerated the development of digital wallet services. GoPay, once the dominant digital wallet, is now facing increasing competitive pressure amid intensifying market competition. In addition, the multi-wallet phenomenon indicates that users have multiple digital payment alternatives, making customer loyalty an important issue to investigate, particularly among Generation Z as the dominant group of digital wallet users. This study aims to analyze the effects of e-service quality, sales promotion, and switching barriers on customer loyalty toward the GoPay application among Generation Z in the Greater Jakarta area using the SEM-PLS method. The study involved 173 respondents. The results indicate that sales promotion and switching barriers have a positive and significant effect on customer loyalty, while e-service quality has no significant effect on customer loyalty. These findings imply that customer loyalty can be enhanced by optimizing cashback programs, strengthening switching barriers through membership or tiered loyalty programs, and maintaining application performance stability.