Abstrak
Penelitian ini dilatar belakangi oleh meningkatnya persaingan industri e-wallet, sehingga kemampuan mempertahankan pengguna menjadi faktor penting dalam keberlanjutan layanan digital. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik pengumpulan data melalui penyebaran kuesioner kepada 117 responden Generasi Z pengguna GoPay di Kabupaten Klaten. Analisis data dilakukan menggunakan Structural Equation Modeling-Partial Least Square (SEM-PLS) dengan bantuan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa cooperation affordance berpengaruh positif dan signifikan terhadap user retention (β = 0,537; t = 7,042; p < 0,000). Perceived usefulness juga berpengaruh positif dan signifikan terhadap user retention (β = 0,329; t = 4,270; p < 0,000). Selanjutnya, cooperation affordance berpengaruh positif dan signifikan terhadap user engagement (β = 0,622; t = 8,561; p = < 0,000), sedangkan perceived usefulness berpengaruh positif dan signifikan terhadap user engagement (β = 0,216; t = 2,764; p < 0,006). Variabel user engagement juga terbukti berpengaruh positif dan signifikan terhadap user retention (β = 0,566; t = 5,287; p < 0,000). Selain itu, user engagement mampu memediasi pengaruh cooperation affordance terhadap user retention (β = 0,352; t = 4,683; p < 0,000) serta memediasi pengaruh perceived usefulness terhadap user retention (β = 0,122; t = 2,249; p = 0,025). Secara keseluruhan, penelitian ini menunjukkan bahwa cooperation affordance, perceived usefulness, dan user engagement merupakan faktor penting dalam meningkatkan user retention pengguna GoPay.
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