Pengaruh Brand Image dan E-Service Quality Terhadap Customer Satisfaction Pengguna E-Wallet Shopeepay

The growth of E-Wallet as a digital wallet and payment method that is widely used by the public, makes every E-Wallet brand compete to provide the best for their consumers. This study aims to determine and prove whether the variables of brand image and e-service quality have a positive and significant influence on customer satisfaction of Shopeepay E-Wallet users. The population in this study are people who have a Shopeepay account and have used Shopeepay to shop at Shopee E-Commerce. The sample in this study amounted to 97 respondents who met the criteria by using purposive sampling technique. The data analysis technique used was multiple linear regression analysis, hypothesis testing consisting of t test, f test and coefficient of determination (R2) with the help of SPSS 22 as an analytical tool. The results obtained indicate that the brand image and e-service quality variables have a positive and significant influence on customer satisfaction of Shopeepay E-Wallet users.

Keywords: brand image, e-service quality, customer satisfaction, E-Wallet.