Peran Customer Satisfaction Dalam Memediasi Pengaruh Ease of Use Dan Trust Terhadap Customer Loyalty Pada Pengguna Aplikasi Kredivo

This study aims to examine how customer satisfaction mediates the relationship between ease of use and trust on customer loyalty within the Kredivo application. The research population consisted of Kredivo users residing in Bandung City. Respondents were chosen through purposive sampling, with the requirements that they be aged 18 to 35 and have completed at least one transaction on the Kredivo platform. A total of 146 respondents took part in this research. The data collection was conducted via an online survey utilizing a 5-point Likert scale, and the results were examined using multiple regression analysis alongside the Sobel test. The results indicate that ease of use and trust both exert a positive effect on customer satisfaction. Moreover, ease of use, trust, and customer satisfaction were all found to positively affect customer loyalty. The Sobel test confirms that customer satisfaction serves as a mediator in the effect of of use and trust on customer loyalty. These results offer valuable insights for enhancing BNPL (buy now, pay later) strategy to increase the loyalty of BNPL application service.