Pengaruh Perceived Ease Of Use dan Trust Terhadap User Loyalty Aplikasi GoPay Pada Generasi Z Di Kota Depok

The Effect of Perceived Ease of Use and Trust on GoPay Application User Loyalty in Generation Z in Depok City

Abstract

Internet penetration in Indonesia exceeding 80% has driven the rapid adoption of fintech, with Generation Z as one of the largest user segments of GoPay. However, Generation Z's loyalty to GoPay is recorded as lower than other generations, while previous research on its determining factors still shows inconsistent results. This study aims to analyze the influence of Perceived Ease of Use (X1) and Trust (X2) on User Loyalty of the GoPay application among Generation Z in Depok City. A quantitative approach was used through a Likert questionnaire to 384 respondents selected by purposive sampling and the Lemeshow formula, analyzed using SPSS 25 through validity and reliability tests, multiple linear regression, t-test, F-test, and coefficient of determination. The results show that Perceived Ease of Use (tcount 12.789 > ttable 1.966; Sig. 0.000) and Trust (tcount 3.024 > ttable 1.966; Sig. 0.003) have a significant positive effect partially, and a significant effect simultaneously (Fcount 198.979 > Ftable 3.018; Sig. 0.000) on User Loyalty, with a contribution (R²) of 51.1%. This finding emphasizes the importance of managing ease of use and trust simultaneously as a strategy to maintain GoPay user loyalty amidst the competition in the fintech industry.