PENGARUH KUALITAS PELAYANAN DAN KEMUDAHAN PENGGUNAAN TERHADAP KEPUASAN PELANGGAN DALAM PEMBAYARAN DIGITAL DI LIRBOYO BAKERY KOTA KEDIRI

Abstract

Good service quality and ease of use in digital payments will impact customer satisfaction. Practices in providing quality service, such as providing fast and responsive service, timely delivery, and providing assistance to customers who experience difficulties in using digital payments, will affect customer satisfaction. This study uses a quantitative methodology. Sampling was carried out using purposive sampling, totaling 78 samples with the criteria of students aged 17-22 years. Sampling used Isaac Michael's theory with a 5% error value from a population of 100. The data analysis method used multiple linear regression. The t-test results show that variable X1 is 0.001 <0.05, thus concluding that variable X1 has a significant effect on variable Y. The significance value of variable X2 is 0.003 <0.05, thus concluding that variable X2 has a significant effect on variable Y