PENGARUH KUALITAS LAYANAN DAN PENERIMAAN TEKNOLOGI TERHADAP KEPUASAN PENGGUNA PADA LAYANAN PEMBAYARAN ELEKTRONIK MELALUI INTEGRASI SERVICE QUALITY, TECHNOLOGY ACCEPTANCE MODEL, DAN EXPECTATION CONFIRMATION MODEL
DOI:
https://doi.org/10.36595/jire.v8i2.1829Keywords:
Digital Payment, Service Quality, Technology Acceptance Model, Expectation Confirmation Model, User satisfaction, Continuance intentionAbstract
Penelitian ini menganalisis faktor-faktor yang memengaruhi kepuasan dan niat berkelanjutan pengguna layanan pembayaran digital dengan mengintegrasikan kerangka Service Quality (SERVQUAL), Technology Acceptance Model (TAM), dan Expectation Confirmation Model (ECM). Data dikumpulkan dari 355 responden valid selama lima bulan melalui kuesioner terstruktur dan dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa dimensi empati berpengaruh signifikan terhadap persepsi kemudahan penggunaan, sementara reliabilitas, daya tanggap, jaminan, dan bukti fisik tidak memberikan pengaruh yang berarti. Dalam kerangka TAM, persepsi kemudahan terbukti berpengaruh kuat terhadap persepsi kegunaan, yang selanjutnya berpengaruh signifikan terhadap kepuasan pengguna. Kepuasan terbukti memiliki pengaruh langsung yang kuat terhadap niat berkelanjutan, menegaskan perannya sebagai determinan utama keterlibatan jangka panjang pengguna. Menariknya, pengalaman pembayaran digital tidak berpengaruh langsung terhadap kepuasan maupun niat berkelanjutan, serta tidak berperan sebagai moderator dalam hubungan yang diuji. Temuan ini mengindikasikan bahwa pengalaman saja tidak cukup menjamin keberlanjutan penggunaan tanpa adanya nilai tambah dan relevansi kontekstual. Secara teoretis, penelitian ini memperkaya literatur dengan menekankan peran dominan kegunaan dan kepuasan dalam membentuk niat berkelanjutan, serta menunjukkan bahwa dimensi kualitas layanan dapat berfungsi berbeda bergantung pada kematangan teknologi dan ekspektasi pengguna. Secara praktis, hasil penelitian memberikan wawasan strategis bagi penyedia layanan pembayaran digital untuk memperkuat interaksi berbasis empati, meningkatkan kegunaan aplikasi melalui integrasi fungsional dan fitur tambahan, serta memastikan kepuasan pengguna sebagai fondasi loyalitas.
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