The Effect of Promotion Strategy and Customer Perceived Value on Loyalty Through Satisfaction in the Pandemic Time Covid-19 (A Case Study on OVO Digital Wallet Consumers)

Authors

  • Anisa Nofianti*, Cindy Novita, Esti Mujiyani, Mia Permata Sari, Nurul Hermina

Abstract

Digital wallets are a type of electronic payment that can be made online by its users that can be used without the use of cards or cash issued by banks and private sector that have many types and one of the types is OVO. This research aims to find out the influence of promotional strategies and perceived value customer value on loyalty through consumer satisfaction using OVO digital wallets. The sample used with the distribution of questionnaires using google form as many as 120 respondents’ users of OVO digital wallet. The analysis techniques in this study used quantitative analysis with validity, reliability, coefficient determination, classic assumption test and F test. Partial test results showed that promotional starategy variables affect loyalty, customer perceived value variables affect satisfaction and satisfaction variables affect loyalty. The effect of promotional strategies and perceived value on customer value on satisfaction is greater than the influence of promotional strategies and customer perceived value on loyalty.

 

Published

2020-12-04

Issue

Section

Articles