“PENGARUH USER INTERFACE (UI), USER EXPERIENCE (UX), DAN FITUR LAYANAN TERHADAP KEBERLANJUTAN PENGGUNAAN APLIKASI GOPAY” (STUDI KASUS MAHASISWA UNIVERSITAS MUHAMMADIYAH MALANG PRODI AKUNTANSI ANGKATAN 2021)

This study aims to investigate how user interface, user experience, and service features impact the sustained use of the Gopay e-wallet application. The research population includes Gopay users who are accounting students from the 2021 intake at the University of Muhammadiyah Malang. The collected data from respondents will be analyzed using Principal Component Analysis, loading factor analysis, and regression analysis. The findings reveal that user interface and user experience do not significantly influence the continued usage of the Gopay application. In contrast, service features have a notable impact. Additionally, when considered together, all three variables show a significant influence on the application's continued use.