PERAN USER ENGAGEMENT DALAM MEMEDIASI PENGARUH COOPERATION AFFORDANCE DAN PERCEIVED USEFULNESS TERHADAP USER RETENTION PADA GENERASI Z PENGGUNA GOPAY
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Abstract
Abstract
This research is motivated by the increasing competition in the e-wallet industry, making the ability to retain users an important factor in the sustainability of digital services. The research method employed was a quantitative approach, with data collected through questionnaires distributed to 117 Generation Z respondents who use GoPay in Klaten Regency. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of the SmartPLS application. The results indicate that cooperation affordance has a positive and significant effect on user retention (β = 0.537; t = 7.042; p < 0.000). Perceived usefulness also has a positive and significant effect on user retention (β = 0.329; t = 4.270; p < 0.000). Furthermore, cooperation affordance has a positive and significant effect on user engagement (β = 0.622; t = 8.561; p < 0.000), while perceived usefulness has a positive and significant effect on user engagement (β = 0.216; t = 2.764; p < 0.006). The user engagement variable is also proven to have a positive and significant effect on user retention (β = 0.566; t = 5.287; p < 0.000). In addition, user engagement is able to mediate the effect of cooperation affordance on user retention (β = 0.352; t = 4.683; p < 0.000) and mediate the effect of perceived usefulness on user retention (β = 0.122; t = 2.249; p = 0.025). Overall, this study demonstrates that cooperation affordance, perceived usefulness, and user engagement are important factors in increasing the user retention of GoPay users.
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