Analysis of Customer Experience, Ease of Use and E-WOM User Satisfaction of the Wondr Application
DOI:
https://doi.org/10.54099/ijibmr.v5i2.1414Keywords:
Customer Experience,, Ease of Use, , e-WOM, , User Satisfaction, , Wondr Application, , Multivariable Linear RegressionAbstract
The objective of this research is to investigate the individual and combined effects of customer experience, ease of use, and e-WOM on user satisfaction with the Wondr application at BNI USU Branch. A causal associative approach this function is used to check the relationship between these variables through quantitative methods. The population of this study includes users of the Wondr application, with a sample of 100 respondents selected using the convenience sampling method. The findings suggest that ease of use and e-WOM significantly and positively influence user satisfaction, both individually and together. The results showed that customer experience had no significant effect on user satisfaction (significance value 0.262 > 0.05), while ease of use and e-WOM had a significant effect. Ease of use (significance value 0.009 < 0.05) and e-WOM (significance value 0.007 < 0.05) are proven to have a positive and significant influence on user satisfaction. Overall, the variables of customer experience, ease of use, and e-WOM together have a significant effect on user satisfaction (significance value 0.000 < 0.05). The determination test result show that the adjusted R Square value 0.573 means that 57,3% of the factors that affect user satisfaction are explained by customer experience, ease of use, and e-WOM, while the remaining 42.7% can be caused by other factors not analyzed in this study.
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