The Effect of Customer Experience and Trust on Loyalty in Using QRIS with Satisfaction as an Intervening Variable among Generation Z
DOI:
https://doi.org/10.38035/gmbr.v2i2.778Keywords:
Customer Experience, Trust, Customer Satisfaction, Loyalty, QRIS, Generation ZAbstract
This study aims to examine the effect of Customer Experience and Trust on QRIS Usage Loyalty, with Customer Satisfaction as an intervening variable among Generation Z. The rapid growth of digital payment systems encourages service providers to enhance customer experience and build trust to foster user loyalty. This study employed a quantitative research method with an associative approach. The population consisted of Generation Z users of QRIS in Indonesia. The sampling technique used was purposive sampling, involving 200 respondents. Data were collected through a questionnaire using a five-point Likert scale. The data were analyzed using Structural Equation Modeling (SEM) based on the Partial Least Squares (PLS) approach with the assistance of SmartPLS 4 software. The findings indicate that Customer Experience has a positive and significant effect on QRIS Usage Loyalty, Customer Experience has a positive and significant effect on Customer Satisfaction, Trust has a positive and significant effect on QRIS Usage Loyalty, Trust has a positive and significant effect on Customer Satisfaction, and Customer Satisfaction has a positive and significant effect on QRIS Usage Loyalty. Furthermore, Customer Satisfaction mediates the relationship between Customer Experience and QRIS Usage Loyalty, whereas Customer Satisfaction does not mediate the relationship between Trust and QRIS Usage Loyalty. These findings suggest that positive user experiences play an important role in enhancing customer satisfaction and fostering loyalty toward QRIS usage, while trust has a more direct influence on user loyalty than an indirect influence through customer satisfaction.
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