PENGARUH TEKNOLOGI INFORMASI, SISTEM PEMBAYARAN, PROMOSI TERHADAP KEPUASAN PEMBELI DAN EFEKNYA PADA LOYALITAS PEMBELI

Abstract

This study aims to determine the effect of Information Technology, Payment Systems and Promotions on Consumer Satisfaction and Their Impact on Consumer Loyalty (Case Study on GoFood - Gojek users). This research is a survey research using a questionnaire as an instrument. The data processing method uses the path analysis method with the help of SPSS 26.0, and statistical testing uses the Sobel test. The test results show that the Technology Variable has a direct effect on the GoFood Consumer Satisfaction variable in ordering food, the Payment System Variable has a direct effect on GoFood Consumer Satisfaction in ordering food, and the Promotion Variable has a direct effect on GoFood Consumer Satisfaction in ordering food. Technology Variables have a direct effect on GoFood Consumer Loyalty in ordering food, the Technology Variable has a direct effect on GoFood Consumer Loyalty in ordering food, the Promotion Variable has a direct effect on GoFood Consumer Loyalty in ordering food, the Consumer Satisfaction Variable has a direct effect on GoFood Consumer Loyalty in ordering food, Through Path Analysis and the Sobel Test it is also known that all the path of the independent variable (X1, X2 and X3) to the dependent variable (Y) through the intervening variable (Z) in this study there is an overall mediating effect (interviening), namely a significant effect on alpha 5%.   Keywords: Information Technology, Payment Systems, Promotions, Customer Satisfaction, Loyalty