ANALISIS PENGARUH FINANCIAL BEHAVIOR, E-SATISFACTION, E-LOYALTY, DAN E-TRUST DALAM PENGGUNAAN SISTEM ONLINE TRADING PADA APLIKASI GROWIN’ DI KOTA SEMARANG
Keywords:
Financial Behavior, E-satisfaction, E-trust, E-loyalty, Online trading SystemAbstract
This study aims to analyze the influence of financial behavior, e-satisfaction, e-trust, and e-loyalty in the use of Growin’ online trading system in Semarang City. Respondents in this study were Growin’ users who had used the application. The data collection technique used is non probability sampling method with accidental sampling method. The questionnaire distributed consisted of 20 indicators using a Likert scale of 1-5. Data was collected through an electronic questionnaire with a total sample was 201 respondents. The data analysis technique used is the Structural Equation Model with the help of the Smart PLS 4 program. The results show that financial behavior, e-trust, e-satisfaction have an effect on the creation of e-loyalty of online trading system users. This suggests that the online trading system providers must improve their system's perceived satisfaction, including the features of advice and support in making purchasing decisions.
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