A Study of the Implementation of Paylater Feature for Customer Satisfaction Using the Servqual Method in Marketplace Applications in Indonesia

This study investigates how the PayLater feature affects customer satisfaction with their perception of service quality. This study aims to assess the service quality of the PayLater feature to improve customer satisfaction in Indonesian marketplace applications. The ServQual method is used to evaluate service quality in this context. The research focuses on five independent variables: reliability (X1), responsiveness (X2), assurance (X3), empathy (X4), and tangibility (X5), with customer satisfaction as the dependent variable (Y). The study targets all users of marketplace applications in Indonesia who use the PayLater feature. Data was collected through questionnaires, resulting in a sample of 312 respondents. The findings reveal that hypotheses H1, H2, H3, H4, and H6 are accepted, while hypothesis H5 is not. These results highlight the importance for marketplaces to continuously enhance the PayLater feature, with particular attention to reliability, responsiveness, assurance, and empathy. Marketplace companies should also innovate to enhance customer loyalty and maximize relevant factors to achieve high customer satisfaction. The outcomes of this research offer significant insights for marketplace operators and policymakers to enhance their services and improve the customer experience.