PENGARUH ADVERTISING DAN KUALITAS APLIKASI TERHADAP KEPUASAN PELANGGAN (STUDI KASUS PADA APLIKASI POSPAY DI KOTA TASIKMALAYA)

Abstract

In response to developments in digital technology in financial services, PT Pos Indonesia created a mobile application based on giropos services which has features such as mobile banking services that can be accessed as long as they are connected to the internet network with the name Pospay application. To find out the impact of Pospay on customer satisfaction, the research will carry out testing and analyzing the influence of advertising and application quality on customer satisfaction using sampling techniques and purposive sampling techniques, where the population is Pospay users in Tasikmalaya City with a total of 384 respondents. Collection data was carried out through distributing questionnaires via Googleform. Data testing techniques used in this research include validity testing with factor analysis, reliability testing with Cronbach's Alpha, multiple linear regression analysis tests to test and prove the research hypothesis, and hypothesis testing using the t test and f test as well as the coefficient of determination to state the influence of variables. which was tested. The research results show that advertising (X1) and application quality (X2) together have a positive effect on customer satisfaction (Y) with a coefficient value of 58.3%.