The Effect of GoPay Feature Quality, Ease of Use of The Application, And Promotional Strategies On The Loyalty of Universitas Negeri Jakarta Students As Gojek Users With User Satisfaction As An Intervening Variable

Abstract

Abstract. This study aims to analyze the influence of GoPay feature quality, application ease of use, and promotional strategies on the loyalty of Universitas Negeri Jakarta (UNJ) students as Gojek users, with user satisfaction as a mediating variable. A quantitative approach was employed using a survey method, with questionnaires distributed to 100 active students from the 2022–2024 cohort who have used Gojek and conducted transactions via GoPay. Data were analyzed using path analysis with SmartPLS software. The results show that GoPay feature quality, ease of use, and promotional strategies have a positive and significant effect on user satisfaction. Furthermore, user satisfaction significantly affects student loyalty and mediates the relationship between the independent variables and loyalty. These findings indicate that a positive user experience and attractive promotional offers play a crucial role in enhancing user satisfaction, which in turn fosters stronger user loyalty. This research provides practical insights for Gojek in designing effective digital marketing strategies to retain users, particularly among student segments.

Keywords: GoPay Feature Quality, Application Ease, Promotional Strategy, User Satisfaction, Student Loyalty