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| Analysis of Factors Influencing User Satisfaction and Loyalty in MyPertamina based on Structural Equation Modeling using Partial Least Square Approach (A Case Study of MyPertamina Users in East Java)
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Mokhamad In'am Hikami, Ardi Kurniawan, Toha Saifudin
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Abstract:
The increase in the price of Fuel (BBM) affects the economy of oil-exporting and oil-importing countries, including Indonesia. The Indonesian government must ensure that fuel subsidies are targeted correctly and not misused by unauthorized parties. MyPertamina is one of the solutions chosen by the government to facilitate the control of the distribution of subsidized fuel. User satisfaction is crucial for maintaining and improving application services. This study aims to determine the factors influencing user satisfaction and loyalty to MyPertamina. The research was conducted using Structural Equation Modeling-Partial Least Square (SEM-PLS). The sample was taken using purposive sampling technique, with a total of 110 respondents as MyPertamina users in East Java, Indonesia. The results show that the variables Efficiency, Trust, Reliability, and Citizen Support influence user satisfaction with MyPertamina. Meanwhile, user loyalty is influenced by the variables Efficiency, Reliability, and Satisfaction. The R-Square values for the endogenous latent variable Satisfaction are 0,886, and for the endogenous latent variable Loyalty, it is 0,896. The overall model test using the Goodness of Fit Index produces a value of 0,83431, indicating that the model has a high ability to explain the data overall, and it can be said that the formed model is valid. Recommendations are given to developers to continuously improve the performance of the MyPertamina application to enhance user satisfaction and loyalty. The government can impose strict sanctions on those who misuse subsidized fuel.
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