PENGARUH CUSTOMER ENGAGEMENT, PERCEIVED EASE OF USE DAN PROMOTION TERHADAP CUSTOMER LOYALTY PENGGUNA E-WALLET SHOPEEPAY DALAM PERSPEKTIF ETIKA BISNIS ISLAM (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Islam UIN Raden Intan Lampung Angkatan 2019-2021)

PUTRI, WAHYUNI (2024) PENGARUH CUSTOMER ENGAGEMENT, PERCEIVED EASE OF USE DAN PROMOTION TERHADAP CUSTOMER LOYALTY PENGGUNA E-WALLET SHOPEEPAY DALAM PERSPEKTIF ETIKA BISNIS ISLAM (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Islam UIN Raden Intan Lampung Angkatan 2019-2021). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Perkembangan ilmu dan teknologi pada era globalisasi membawa banyak perubahan, teknologi yang semakin canggih memudahkan pelanggan dalam melakukan pembelian. Kebutuhan konsumen dalam hal melakukan pembayaran telah mengalami perkembangan teknologi dari cara pembayaran tunai menuju kepada pembayaran non tunai. Dompet digital (E-wallet) ialah salah satu alternatif metode pembayaran. Electronic wallet berkembang seiring dengan munculnya e-commerce dan marketplace di Indonesia salah satunya Shopee dan memiliki wadah untuk top up saldo yaitu ShoppePay. Penelitian ini bertujuan untuk mengetahui apakah Customer Engagement, Perceived Ease Of Use dan Promotion berpengaruh positif dan signifikan terhadap Customer Loyalty pengguna E-wallet ShopeePay. Penelitian ini menggunakan metode kuantitatif. Jumlah sampel sebanyak 358 responden dengan kriteria pernah menggunakan dan melakukan transaksi non tunai dengan e-wallet ShopeePay. Penarikan sampel pada penelitian ini menggunakan teknik non probability yaitu purposive sampling. Metode analisis data menggunakan SPSS (Social Product Of Social Science). Hasil dari penelitian menunjukan bahwa variabel Customer Engagement, Perceived Ease Of Use dan Promotion secara parsial dan secara simultan berpengaruh positif dan signifikan terhadap Customer Loyalty pengguna e-wallet ShopeePay. Dalam perspektif etika bisnis Islam terhadap Customer Loyalty pengguna e-wallet ShopeePay diperbolehkan selama tidak ada dalil yang melarang dan tidak adanya transaksi haram. Selain itu, e-wallet ShopeePay juga dapat memberikan kemaslahatan bagi mahasiswa karena dapat digunakan dengan mudah dan cepat. Kata Kunci : Customer Engagement, Perceived Ease Of Use, Promotion, Customer Loyalty. ABSTRACT The development of science and technology in the era of globalization has brought many changes, increasingly sophisticated technology makes it easier for customers to make purchases. Consumer needs in terms of making payments have experienced technological developments from cash payments to non-cash payments. Digital wallets (E-wallets) are an alternative payment method. Electronic wallets have developed along with the emergence of e-commerce and marketplaces in Indonesia, one of which is Shopee and has a place to top up balances, namely ShoppePay. This research aims to find out whether Customer Engagement, Perceived Ease of Use and Promotion have a positive and significant effect on Customer Loyalty of ShopeePay E-wallet users. This research uses quantitative methods. The total sample was 358 respondents with the criteria of having used and carried out non�cash transactions with the ShopeePay e-wallet. Sampling in this research used a non-probability technique, namely purposive sampling. The data analysis method uses SPSS (Social Product of Social Science). The results of the research show that the variables customer engagement, perceived ease of use and promotion partially and simultaneously have a positive and significant effect on customer loyalty of ShopeePay e-wallet users. From the perspective of Islamic business ethics regarding customer loyalty, ShopeePay e-wallet users are permitted as long as there are no arguments that prohibit it and there are no haram transactions. Apart from that, the ShopeePay e�wallet can also provide benefits for students because it can be used easily and quickly. Keyword : Customer Engagement, Perceived Ease Of Use, Promotion, Customer Loyalty.

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