THE DETERMINANTS OF CUSTOMER LOYALTY IN USING OVO DURING THE COVID-19 PANDEMIC

Abstract

At the beginning of 2020, the world was shocked by the outbreak of a new virus called Covid-19. To prevent the spread of the Covid-19, the government has implemented all regulations and policies such as pay attention to health protocol, social distancing, work from home, stay at home, and travel restrictions. This case makes people have to do all activities online, especially for making payment, people do with e-wallet. Hence, this research explains the determinants of customer loyalty in using OVO during the Covid-19 pandemic. The variables of this research such as brand image, e-service quality, promotion as an independent variable, customer loyalty as a dependent variable, and customer satisfaction as an intervening variable. This research is quantitative research using primary data and secondary data, using non-probability sampling with snowball sampling to spread the questionnaires with 30 questions and processed with SmartPLS 3.3.3 (Partial Least Square-Structural Equation Model). The total respondents of this research are 207 respondents aged around 17-39 years old (millennial generation) in Indonesia. The result shows 7 hypotheses are accepted. Hence, this study explains that brand image, e-service quality, promotion will increase customer satisfaction and ultimately increase customer loyalty to make repeat purchases using OVO.