Analysis of Factors Affecting User Loyalty on Bitcoin Exchange

Abstract

Bitcoin Exchange industry in Indonesia continues to grow, as evidenced by the emergence of new exchanges that offer competing features and facilities, to determine strategies for creating and increasing user loyalty. The study examines the factors that influence bitcoin exchange user loyalty by determining the essential factors that affect user satisfaction and user loyalty in the bitcoin exchange business. The factors used in this study are Image, Cost, Promotion, Security & Privacy, Reliability, Efficiency, Information, Communication and Value-Added Services. The results of this study are, based on the largest order of influence, Promotion, Cost, Image, and Security & Privacy have a direct influence on Satisfaction. Promotion, Cost, and Security & Privacy also have an indirect influence on Loyalty. Bitcoin Exchange Users Satisfaction has a very large effect on Loyalty of 76.7%.