Authors : Choirun Nisa

Volume/Issue : Volume 6 - 2021, Issue 4 - April

Google Scholar : http://bitly.ws/9nMw

Scribd : https://bit.ly/2RYzDiM

Abstract : The aims of study were to analyze the effect of cashback program toward customer commitment to DANA mobile payment; to analyze the impact of Perceived Usefulness toward customer commitment in using DANA mobile payment.; to analyze the impact of the cashback toward customer Intention to Use in using DANA mobile payment itself; and to analyze the effect of Perceived Usefulness toward Intention to Use in using DANA mobile payment and to analyze the Intention to Use toward customer commitment in using the application. The population in this study is the user of DANA in Surabaya City. The analysis method is using partial least squares SEM (PLS-SEM). The result showed that the cashback program has a positive impact on customer commitment based on DANA user. Perceived usefulness has positive and significant impact toward customer commitment. This cashback program impact significantly toward intention in using DANA mobile payment. Perceived usefulness itself has significant effect toward intention to use, and also intention to use itself leads to customer commitment.

Keywords : Cashback Program, Customer Commitment, Perceived Usefulness, Intention to Use and DANA