PENGARUH KEMUDAHAN TRANSAKSI TERHADAP KEPUASAN PELANGGAN DOMPET DIGITAL DANA SERTA DAMPAKNYA PADA LOYALITAS (Studi Kasus Pada Konsumen Toko Athalah Bri Link Kota Tebing Tinggi)

This study aims to determine the Effect of Ease of Transaction on Customer Satisfaction of Dana Digital Wallet and Its Impact on Customer Loyalty (Case Study on Consumers of Athalah Bri Link Store in Tebing Tinggi City). The research method used is a quantitative method using the help of SPSS version 25.00 which was collected from the results of distributing questionnaires to Consumers of Athalah Bri Link Store in Tebing Tinggi City. The analysis method used in this study is to use an instrument test, namely validity and reliability tests. Classic assumption tests, namely normality tests, multicollinearity tests, heteroscedasticity tests, multiple linear regression analysis, determination
coefficient analysis (R2), hypothesis tests, namely T tests and path analysis. The results of SPSS version 25.00 in this study are that Ease of transaction affects customer satisfaction, ease of transaction does not affect customer loyalty, customer satisfaction affects customer loyalty, ease of transaction affects customer loyalty through customer satisfaction.