Determinants of Ovo Digital Wallet User Satisfaction and Effect on Repeat Purchase, Word of Mouth, and Love Brand

Abstract

This study aims to analyze the factors that determine OVO user satisfaction and how they influence repurchase, word of mouth, and the love brand. This research method uses the structural equation model approach to test the research hypothesis about the influence of the variables that determine consumer satisfaction using the OVO application and analyze the effect of consumer satisfaction on repurchasing, willingness to promote to others, and their preference for the product. This study sampled 265 OVO users in Indonesia selected through a convenience sampling approach using questionnaires distributed via social media. The results of the data analysis show that the variable's content, accuracy, format, and timeliness had a positive and significant relationship with the level of customer satisfaction using the OVO application. Meanwhile, the "ease to use" variable has a negative relationship with OVO application user satisfaction. Furthermore, the results of this study also show that consumer satisfaction with OVO users has a positive and significant effect on repeat purchases, word of mouth, and the love brand. In contrast to previous studies, which focused on analyzing only the variables that affect consumer satisfaction, our findings also shed light on the follow-up consumer actions because of this satisfaction. This study concludes that for consumers to be willing to make repeat purchases or promote the product, they must first obtain the highest possible satisfaction.