Pengaruh Perceived Easy of Used dan Perceived Usefullness Melalui Kepuasan terhadap Loyalitas Pengguna Aplikasi SIPP Online BPJS Ketenagakerjaan Kantor Cabang Banyuwangi

This study aims to analyze the influence of perceived ease of use and perceived usefulness on user loyalty of the BPJS Ketenagakerjaan SIPP Online Application, with user satisfaction as a mediating variable at the Banyuwangi Branch Office. The background of this research is based on the importance of utilizing digital technology in public services, particularly to enhance the efficiency of workforce reporting. This study employs a quantitative approach using explanatory research methods. The sample was determined using purposive sampling, involving 160 respondents who are active users of the SIPP Online Application. Data were collected through questionnaires and analyzed using Structural Equation Modeling with Partial Least Square (SEM-PLS). The results show that perceived ease of use and perceived usefulness have a positive and significant effect on user satisfaction, and satisfaction significantly affects user loyalty. Additionally, both variables also have a direct and indirect effect on loyalty, with satisfaction acting as a mediating variable. These findings highlight the importance of ease and perceived benefits in shaping a positive user experience that encourages continued use. This research provides valuable input for BPJS Ketenagakerjaan to enhance the quality and usability of its digital services.