01 Reno.pmd Michael Vinsent Djulianto, Ayouvi Poerna Wardhanie, Candraningrat, The Role of Perceived Usability, Satisfaction, and Customer Trust in Design and Developing User Loyalty Edutech Website 183183 The Role of Perceived Usability, Satisfaction, and Customer Trust in Design and Developing User Loyalty Edutech Website Michael Vinsent Djulianto, Ayouvi Poerna Wardhanie, Candraningrat Fakultas Teknologi dan Informatika, Universitas Dinamika e-mail: michael030669@gmail.com, ayouvi@dinamika.ac.id, candra@dinamika.ac.id Abstract: This research aims to find out how perceived usability, satisfaction, and customer trust play a role in developing user loyalty on the Ruangguru edutech startup website. The data collection method will be used to distribute surveys through questionnaires to 106 respondents consisting of Ruangguru users, namely junior high school students. High school students have thrice used Ruangguru’s services and opened the Ruangguru website. This study uses statistical techniques, partial least square structural equation modeling (PLS-SEM), in the data analysis process to deter- mine the significance level of the relationship between research variables. Based on the research, it was found that there is a significant effect of perceived usability on customer trust, satisfaction, and customer loyalty, as well as perceived usability and satisfaction on customer loyalty. In contrast, customer trust does not significantly impact customer loyalty on website edutech. It can be con- cluded that to increase website users’ loyalty, edutech startups need to pay attention to the per- ceived usability and satisfaction of their website users. Keywords: perceived usability, satisfaction, customer trust, customer loyalty, startup, edutech. A. INTRODUCTION Edutech startups in Indonesia are starting to be seen by various parties in the world. This information can be found based on the ranking of Indonesian edutech startups on the startup ranking website. According to the website, the highest-ranking edutech startup is owned by Ruangguru, followed by Neliti, Duniailkom, Eduka System, Wardya College, and several other startups. The ranking uses the startup rank (SR) value which is calculated based on several factors, from the importance of a startup on the Internet and the social influence of the startup. Based on these data, Ruangguru will be used as the object of this research. Figure 1 Edutech Indonesia Startup Ranking (Startup Ranking, 2018) Business and Finance Journal, Volume 7, No. 2, October 2022 184 As one of the startup companies engaged in education, Ruangguru has a mission to pro- vide and disseminate quality education to all students, regardless of place and time, using technology. In achieving this mission, Ruangguru has issued several expected innovations to help users. In the second semester of 2020, Ruang- guru issued some innovations, such as the flash concept in preparing for the computer-based written examination. Users can print questions in the question bank, live teaching conducted by some teachers daily, and animated videos on character education (Damaledo, 2020). There is an increase in the number of users from year to year due to the products, services, and inno- vations developed by Ruangguru. There has been an increase in new Ruangguru users by seven million from the end of 2019 to the end of 2020, so the total number of Ruangguru users in Indonesia reached more than 22 mil- lion in December 2020 (Damar, 2021). On the other hand, there are still several shortcomings in Ruangguru’s services. Based on research on the assessment of the quality of the Ruangguru application on user satisfaction us- ing the end-user computing satisfaction (EUCS) and critical performance analysis (IPA) meth- ods, it was found that respondents were dissat- isfied with the content, accuracy, format, ease of use, and timeline of the Ruangguru applica- tion (Yazid, Wijoyo, & Rokhmawati, 2019). In addition, in terms of service, there are several shortcomings and problems faced by the Ruang- guru company, one of these shortcomings is that although it has received cooperation with the government and has 22 million users, Ruang- guru’s valuation is not enough to achieve Uni- corn. In addition, there are new problems faced by companies regarding government programs and internship programs. These problems will have an impact on the trust of Ruangguru users; with the decreasing trust of Ruangguru users, there is a possibility that user loyalty will decrease. This information is supported by several previous studies below, which state that trust impacts user loyalty. When creating website services, startups need to pay attention to several factors. Perceived usability, satisfaction, and trust have an essential role in the loyalty of a website; where based on per- ceived usability, consumers will use the product offered if they can feel the benefits derived from the product (Flavia´n, Guinalý´u, & Gur- rea, 2006). Trust is another factor that affects the success of a website’s services. Although there are many advantages, the lack of trust in the system for its users can be a potential barrier to existing innovation (Trihutama, 2017). Based on the problems above, this re- search was conducted to find out how per- ceived usability, satisfaction, and customer trust play a role in developing user loyalty on the Ruangguru edutech startup website. It is hoped that this research can produce solutions to increase the loyalty of edutech website users. 1. Perceived Usability Perceived usability is things like past expe- riences or emotional situations that shape how you interact with the world around you and whatever system you use (Maniataki, 2020), According to Flavia´n, Guinalý´u, & Gurrea, who guide this research, several important indi- cators of perceived usability exist. Several indi- cators are used to measure perceived usability: ease of use, comfort when using, straightfor- ward design, and easy orientation to the appli- cation (Oyibo & Vassileva, 2020). The indica- tors of perceived usability used are ease of understanding, easy to use, easy to find infor- Michael Vinsent Djulianto, Ayouvi Poerna Wardhanie, Candraningrat, The Role of Perceived Usability, Satisfaction, and Customer Trust in Design and Developing User Loyalty Edutech Website 185 of satisfaction. Satisfaction indicators are deci- sion-making accuracy, overall user satisfaction, user satisfaction in transactions, and user satis- faction with services (Flavia´n, Guinalý´u, & Gurrea, 2006). 4. Customer Loyalty Visitor loyalty is a behavior that arises as a reaction to things that result in the visitor’s de- sire to be able to visit again (Aliffianto, Candra- ningrat, & Wibowo, 2018). If a product can meet customer expectations, then the product will cre- ate customer loyalty (Minawati, 2017). Accord- ing to Flavia´n, Guinalý´u, & Gurrea as the guide for this research, there are several important in- dicators of customer loyalty. Indicators of cus- tomer loyalty are the number of website visits, websites for purchasing products, favorites in purchasing products, the number of visits to other websites within a distance of one month, the num- ber of visits to other websites, and the desire for transactions on other websites (Flavia´n, Gui- nalý´u, & Gurrea, 2006). 5. Partial Least Square As part of the statistical method of struc- tural equation modeling (SEM) based on vari- ance, partial least squares (PLS) were created to handle multiple regression when specific prob- lems arise in the data, such as data loss, small sample size, and multicollinearity (Nurani, 2015). SEM modeling will provide dimensional an- swers to research questions (Adianita, Mujanah, & Candraningrat, 2017). The analysis process will use the SEM technique with the PLS type to find the relationship between variables with the help of the WarpPLS trial seven application. The most appropriate nonlinearity, then the nonlinear function, is used to predict the path coefficient to consider nonlinearity (Kock, 2019). mation, structure, and content that is easy to understand, ease of movement, neatness of con- tent, ease of navigation, and download speed (Flavia´n, Guinalý´u, & Gurrea, 2006). 2. Customer Trust User trust is the readiness of a party to accept risk from another party according to the hope and trust that the other party will act as expected, even though the two parties do not know each other (Lutfi, 2020). Building trust in long-term customer relationships is essential to customer loyalty (Muttaqiin, Rasyid, & Candra- ningrat, 2021). Service quality and perceived benefits of a service are two factors that affect user trust (Reza Haikal Hakim, 2017). Accord- ing to Flavia´n, Guinalý´u, & Gurrea as the guide for this research, there are several impor- tant indicators of customer trust. Customer trust indicators used are fulfilling commitments, sincere and honest information, trusting prom- ises made, no false statements, known to be honest and transparent, made for mutual ben- efit, paying attention to user interests, taking into account the impact on users, and not intentionally harming users, offering the website considers user needs, accepts user needs, has capabilities, marketing products, and services, has resources, and knows users (Flavia´n, Guinalý´u, & Gurrea, 2006) 3. Satisfaction Satisfaction is felt when buying and con- tinuously using products or services following customer expectations, desires, and needs (Sabila, 2020). User value, quality of goods/ services, and service quality affect user satisfac- tion (Putri & Astuti, 2017). According to Flavia´n, Guinalý´u, & Gurrea, who guide this research, there are several important indicators Business and Finance Journal, Volume 7, No. 2, October 2022 186 The outer model is a model that determines the character of the relationship among latent variables and their indicators (Candraningrat, 2020). The outer model’s purpose is to find a model’s reliability and validity (Amiyantho, Wulandari, & Wardhanie, 2019). The outer model test will use reflection based on convergent va- lidity, discriminant validity, composite reliability, average variance extracted (AVE), and cronbach alpha (Usada, Hakim, & Kurniawati, 2016). An inner model is a model that forms a rela- tionship between variables that are influenced by other latent variables in the model (endogenous variables) with variables that are influenced by other latent variables outside the model (exog- enous variables) (Rodliyah, 2016). Several statis- tical measures are needed to evaluate the inner model, namely R2, Q2 predictive relevance, and goodness of fit (GoF) Index (Putri G. R., 2017). The goodness of fit test of the statistical model describes how well the model fits a series of ob- servations (Maryam, Somayasa, Ruslan, Gubu, & Jufra, 2022). Whether the proposed hypothesis is accepted or rejected can be found from its sig- nificance level (p-value) (Irfandy, Wardhanie, & Candraningrat, 2022). Generally, the p-value will be compared with a certain level of significance, normally = 5% or 0.05 (Hakim, 2018). Accord- ing to the statement, this research will use a sig- nificance level of 5% from the existing hypothesis. 6. Conceptual Framework The conceptual framework is the relation- ship between one theory and another used as a guide when systematically compiling research and assisting in the research process (Ariyanto, 2018). Figure 2 below is the conceptual frame- work of the research conducted. 7. Hypothesis Hypotheses are quick answers/conclusions made in response to the problems posed in research to be tested empirically (Utari, 2017). Based on the previous definition, it can be summarized that the hypothesis is a statement that is the reason why the research is carried out, which will then be tested for truth. This study will use the following hypotheses: H1: The user’s perceived website usability posi- tively impacts customer trust in the Ruang- guru website. Figure 2 Research Conceptual Framework Michael Vinsent Djulianto, Ayouvi Poerna Wardhanie, Candraningrat, The Role of Perceived Usability, Satisfaction, and Customer Trust in Design and Developing User Loyalty Edutech Website 187 H2: The user’s perceived usability of the website positively impacts satisfaction with the Ruangguru website. H3: The user’s perceived website usability posi- tively impacts customer loyalty to the Ruangguru website. H4: Website customer trust perceived by users positively impacts customer loyalty to the Ruangguru website. H5: Website satisfaction felt by users has a positive impact on customer loyalty to the Ruangguru website. Hypotheses 1 to 5 were developed based on research conducted by Flavia´n, Guinalý´u, and Gurrea (2006). B. RESEARCH METHOD They are collecting data in this study using literature study and observation. Literature stud- ies were conducted through journals, books, and website searches through Google using the keywords Perceived usability, customer trust, satisfaction, and customer loyalty. Research observations will use questionnaires distributed to Ruangguru users as primary data, while pre- vious research will be used as secondary data. The population of this study consisted of 22 million Ruangguru users, with a sample of 106 respondents in the form of Ruangguru users in the city of Surabaya who had used the Ruangguru service and opened the Ruangguru website at least three times. The questionnaire distributed to the respondents contained questions related to the indicators of this research variable. After the data is collected following the num- ber of samples, the data analysis process will be carried out using the SEM technique with the PLS type to find the relationship between variables with the help of the WarpPLS trial application 7. The variables to be processed in this study con- sist of the independent variable (X) in the form of perceived usability. The moderating variable (Z) is customer trust and satisfaction, while the dependent variable (X) is customer loyalty. C. RESULT AND DISCUSSION 1. Respondent Character Characteristic data were obtained through distributed questionnaires and the questions used to perform PLS analysis. The data will be grouped based on several criteria, including age, gender, education, and the number of website users. It can be seen in Table 1 that most of the respon- dents consist of women aged 12–15 years and currently studying in junior high school. Table 1 Respondent Character Criteria Quantity Age 106 12 - 15 years 89 16 - 18 years 15 Over 18 years old 2 Gender 106 Male 25 Female 81 Education 106 Junior High School 89 Senior High School 16 Vocational High School 1 2. Partial Least Squares Analysis The analysis process will be carried out by testing the outer model, inner model, and hy- pothesis. In one of the outer model tests, namely the loading factor test in Table 2, it was found that 3 of the 33 indicators did not reach the minimum criteria of 0.4 in the loading factor test, so the indicator would be discarded in the following process. Business and Finance Journal, Volume 7, No. 2, October 2022 188 Based on the process of testing composite reliability and Cronbach alpha in Table 4, the composite reliability value of all variables above the minimum criteria (0.7) and reliability 3 of 4 variables is substantial, and the reliability of the customer trust variable (Z1) is perfect. In addi- tion, it can be seen that the average variance extracted from all variables is above the mini- mum criteria (0.5). So it can be seen that the research model is valid and reliable. Table 4 Composite Reliability, Cronbach Alpha, and AVE Test Results Table 2 Loading Factor Test Results Variable Indicator Valid Invalid Perceived usability (X) 8 0 Customer trust (Z1) 13 2 (Z1.4, Z1.9) Satisfaction (Z2) 4 0 Customer loyalty 5 1 (Y1.6) Then a cross-loading test was carried out on the valid indicators from the previous test results. Based on the results of cross-loading in Table 3, it was found that all indicators were under the criteria, namely more significant than other constructs. Table 3 Cross Loading Test Results X Z1 Z2 Y X1.1 0.732 -0.27 0.091 -0.042 X1.2 0.785 0.077 -0.241 0.05 X1.3 0.702 -0.151 0.276 -0.121 X1.4 0.775 0.033 0.183 -0.052 X1.5 0.681 0.073 -0.19 0.107 X1.6 0.693 0.066 -0.14 -0.012 X1.7 0.663 0.009 -0.019 0.037 X1.8 0.671 0.173 0.038 0.041 Z1.1 0.136 0.749 0.023 0.263 Z1.2 0.062 0.805 -0.239 0.13 Z1.3 0.096 0.752 0.216 0.146 Z1.5 -0.057 0.796 -0.1 0.078 Z1.6 -0.114 0.727 -0.33 0.038 Z1.7 0.033 0.775 -0.151 -0.106 Z1.8 -0.238 0.586 0.269 0.045 Z1.10 -0.097 0.79 0.127 -0.036 Z1.11 0.006 0.828 0 -0.219 Z1.12 0.032 0.813 -0.003 -0.118 Z1.13 0.011 0.807 -0.003 -0.045 Z1.14 0.041 0.789 0.129 -0.169 Z1.15 0.027 0.827 0.113 0.035 Z2.1 -0.001 0.156 0.869 -0.074 Z2.2 -0.058 0.145 0.922 -0.092 Z2.3 0.038 -0.259 0.753 0.162 Z2.4 0.029 -0.082 0.904 0.031 Y1.1 -0.045 -0.051 0.077 0.808 Y1.2 0.128 -0.296 0.409 0.814 Y1.3 0.204 -0.076 0.137 0.857 Y1.4 -0.156 0.073 -0.118 0.766 Y1.5 -0.193 0.458 -0.664 0.635 Variable Composite Reliability Cronbach Alpha AVE X 0.892 0.892 0.510 Z1 0.951 0.951 0.601 Z2 0.922 0.922 0.748 Y 0.885 0.885 0.608 Then testing the inner model, where based on the data that can be seen in Table 5, it can be seen that based on the results of the R2 test, the customer trust variable can be influenced by per- ceived usability by 41.4% and 58.6% is the influ- ence of other factors from outside the model. In comparison, satisfaction can be affected by per- ceived usability by 27.8%, and 72.2% is the in- fluence of other factors from outside the model. Loyalty can be influenced by perceived usability, satisfaction, and customer trust by 33.4%, and 66.6% influence other factors outside the model. Based on the results of the Q2 test in the table, it can be seen that customer trust has the highest predictive relevance when compared to loyalty and satisfaction as the variables with the lowest predictive relevance. Variable R2 Q2 Customer trust (Z1) 0.414 0.422 Satisfaction (Z2) 0.278 0.276 Loyalty (Y) 0.334 0.331 Table 5 R-square and Q-square Test Results Michael Vinsent Djulianto, Ayouvi Poerna Wardhanie, Candraningrat, The Role of Perceived Usability, Satisfaction, and Customer Trust in Design and Developing User Loyalty Edutech Website 189 Based on Table 6, it can be seen that the goodness of fit index can be accepted because it has met all the criteria. Table 6 Goodness of Fit Test Results Table 8 Hypothesis Result Index Score Criteria APC <0.001 p<0.05 ARS <0.001 p<0.05 AARS <0.001 p<0.05 AVIF 2.327 Received AVIF<=5, Ideal AVIF<=3.3 AFVIF 2.090 Accepted AFVIF<=5, Ideal AFVIF<=3.3 Tenenhaus GoF 0.459 Small >= 0.1, Medium >= 0.25, Large >= 0.36 SPR 1.000 Received SPR>=0.7, Ideal SPR>=1 RSCR 1.000 Accepted RSCR>=0.9, Ideal RSCR>=1 SSR 1.000 Accepted SSR>=0.7 NLBCDR 1.000 Accepted NLBCDR>=0.7 Using the direct effect variable, hypothesis testing was conducted to determine the rela- tionship between the dependent and indepen- dent variables. The results of the effect size can be seen in Figure 3. Figure 3 Effect Size Table 7 Direct Effect Results Criteria Variable X Z1 Z2 Y Path Coeffic ient X - - - - Z1 0.64 3 - - - Z2 0.52 7 - - - Y 0.37 3 0.14 5 0.42 4 - p-value X - - - - Z1 <0. 001 - - - Z2 <0. 001 - - - Y <0. 001 0.06 1 <0. 001 - Hypothesis Path coef P-value Result Hypothesis 1 Positive Bellow 0.05 Accepted Hypothesis 2 Positive Bellow 0.05 Accepted Hypothesis 3 Positive Bellow 0.05 Accepted Hypothesis 4 Positive Above 0.05 Rejected Hypothesis 5 Positive Bellow 0.05 Accepted H1: Perceived usability of the website that users perceive positively impacts customer trust in the Ruangguru website. Based on the hypothesis test, the perceived usefulness variable (X) has a favorable path coefficient value (0.643) and a smaller p-value (<0.001) compared to the criteria (<0.05) on the customer trust variable (Z1), so H1 is accepted. Perceived usability has a favorable path co- efficient value and p-value according to the pro- visions, so it has a significant and positive effect on customer trust. These results are also from research conducted by (Flavia´n, Guinal!´u, & Gurrea, 2006) which found that consumer trust depends directly and positively on perceived us- According to the results of hypothesis test- ing from Table 7, it can be concluded: Business and Finance Journal, Volume 7, No. 2, October 2022 190 ability. Based on the results of this study, it was found that the advantages of the Ruangguru website are that it is easy to use even for first- time users, and the Ruangguru website can ac- cept and respond to the needs of its users. On the other hand, weaknesses were found on the Ruangguru website, including that it was not easy to navigate. Thus, it can be concluded that the perceived usability of a good edutech website is influenced by how easily the website can be used and how much the edutech website can accept and respond to the needs of its users. Ease of use and navigation is part of the three website criteria (site design, site functionality, and customer value). According to Richardus Eko (2012), navigation on the website is a sub-crite- ria in shaping the website’s design, while ease of use is part of the functionality of a website. In addition, the website does not consider the im- pact their actions can have on consumers, where several respondents stated that the price offered by Ruangguru’s services is higher than the ser- vices provided. Based on the results of the analy- sis above, Ruangguru needs to make improve- ments to these two weaknesses. H2: Perceived usability of the website by users has a positive impact on satisfaction with the Ruangguru website. Based on Table 8, the perceived usefulness variable (X) has a positive path coefficient value (0.527) and a smaller p-value (<0.001) than the criterion (<0.05) on the satisfaction variable (Z1), so H2 is accepted. Perceived usability has a positive path co- efficient value and p-value according to the provisions, so it has a significant and positive effect on satisfaction. These results also follow research conducted by (Flavia´n, Guinalý´u, & Gurrea, 2006) which found that consumer sat- isfaction depends directly and positively on per- ceived usability. Based on the results of this study, it was found that the advantages of the Ruangguru website are that it is easy to use, even for users who are using it for the first time. The experience that users have with the Ruangguru website is satisfactory. On the other hand, it was found that the weakness of the Ruangguru website was that it was not easy to navigate. Ease of use and navigation is part of the three website criteria (site design, site functionality, and customer value). According to Richardus Eko (2012), navigation on the website is a sub-criteria in shaping the website’s design, while ease of use is part of the functionality of a website. In addition, users are not satisfied with how Ruang- guru makes transactions on its website. Based on the results of the analysis above, Ruangguru needs to make improvements to these two weak- nesses. Thus, it can be concluded that the perceived usability of a good edutech website is influenced by how easy it is to use the website and overall user satisfaction. H3: Perceived usability of the website perceived by users positively impacts customer loy- alty to the Ruangguru website. Based on Table 8, the perceived usefulness variable (X) has a positive path coefficient value (0.373), and the p-value is smaller (<0.001) than the criteria (<0.05) for the customer loy- alty variable (Y), so H3 is accepted. Perceived usability has a positive path co- efficient value and p-value according to the provisions, so it has a significant and positive effect on customer loyalty. These results differ from those of research conducted by (Flavia´n, Guinalý´u, & Gurrea, 2006), which found that perceived usability had no significant effect on Michael Vinsent Djulianto, Ayouvi Poerna Wardhanie, Candraningrat, The Role of Perceived Usability, Satisfaction, and Customer Trust in Design and Developing User Loyalty Edutech Website 191 customer loyalty. Based on the results of this study, it was found that the advantages of the Ruangguru website are that it is easy to use even for users who are using it for the first time and the Ruangguru website is the user’s favor- ite website to buy educational products and services. On the other hand, it was found that the weakness of the Ruangguru website was that it was not easy to navigate. Ease of use and naviga- tion is part of the three website criteria (site de- sign, site functionality, and customer value). Ac- cording to Richardus Eko (2012), navigation on the website is a sub-criteria in shaping the web- site’s design, while ease of use is part of the func- tionality of a website. In addition, the number of user visits on other edutech websites that offer similar products and services is higher, one of which is Brainly which offers a question-and-an- swer submission service similar to the Roboguru service. When compared based on website infor- mation (www.similarweb.com), the number of visitors to the Brainly website is much higher (89 million) than compared to the Ruangguru website (19 million). Based on the results of the analysis above, Ruangguru needs to make improvements to these two weaknesses. Thus, it can be con- cluded that the perceived usability of a good edutech website is influenced by the ease with which it is used, even for users who first open it. H4: Website customer trust perceived by users positively impacts customer loyalty on the Ruangguru website. Based on Table 8, the customer trust vari- able (Z1) has a positive path coefficient value (0.145), and the p-value is more significant (0.061) than the criteria (<0.05) on the cus- tomer loyalty variable (Y), so H4 is rejected. Customer trust has a positive path coeffi- cient value and a p-value above the provisions, so it has a positive but insignificant effect on customer loyalty. These results differ from those of research conducted by (Flavia´n, Guinalý´u, & Gurrea, 2006), which found that customers thus significantly impacted customer loyalty. Based on the research results, it is known that the level of consumer trust in the website does not affect loyalty because the Ruangguru website does not take into account the impact that its actions can have on consumers, where some respondents stated that the price offered by Ruangguru’s services is higher when compared to the services provided. In addition, the num- ber of user visits to other edutech websites that offer similar products and services is higher. One such website, Brainly, offers a question- and-answer submission service similar to the Roboguru service. When compared based on website information (www.similarweb.com), the number of visitors to the Brainly website is much higher (89 million) than compared to the Ruangguru website (19 million). Thus, it can be concluded that the edutech website’s customer loyalty is not too influenced by considering the impact their actions can have on consumers. Based on the results of the analysis above, Ruangguru needs to make improvements to these two weaknesses. H5: Website satisfaction perceived by users positively impacts customer loyalty to the Ruangguru website. Based on Table 8, the satisfaction variable (Z2) has a positive path coefficient value (0.424), and the p-value is smaller (<0.001) than the criteria (<0.05) for the customer loyalty vari- able (Y), so H5 is accepted. Business and Finance Journal, Volume 7, No. 2, October 2022 192 Based on the results of this study, it was found that the advantages of the Ruangguru website are that the user experience with the Ruangguru website is satisfactory, and the Ruangguru website is the user’s favorite website for purchasing educational products and ser- vices. Satisfaction has a favorable path coeffi- cient value and p-value according to the provi- sions, so it significantly and positively affects customer loyalty. These results are also consis- tent with research conducted by (Flavia´n, Guinalý´u, & Gurrea, 2006), which found that satisfaction significantly impacts website loy- alty. On the other hand, it was found that the weakness of the Ruangguru website is that users are not satisfied with the way Ruangguru makes transactions on its website. Then the number of user visits on other edutech websites that offer similar products and services is higher. One such website, Brainly, offers a question- and-answer submission service similar to the Roboguru service. When compared based on website information (www.similarweb.com), the number of visitors to the Brainly website is much higher (89 million) than compared to the Ruangguru website (19 million). Based on the results of the analysis above, Ruangguru needs to make improvements to these two weak- nesses. Thus it can be concluded that the level of satisfaction with a good edutech website is influenced by how satisfied the user experience is when using the edutech website. D. CONCLUSION Based on the analysis produced by PLS- SEM, it can be found that 4 out of 5 research hypotheses can be accepted. Based on this analy- sis, it can be concluded that in order for per- ceived usability to create satisfaction and cus- tomer trust in developing customer loyalty websites, the indicator that needs to be consid- ered is the ease of use of the website, even for users who are accessing the website for the first time. The website must be able to accommo- date all needs. For users with these criteria, a website can create a satisfying user experience, especially for female junior high school stu- dents aged 12 to 15 years, and ultimately be- come a favorite platform for purchasing prod- ucts and services in the field of education. On the other hand, customer trust does not affect the development of customer loyalty for edutech website users. It was found that the Ruangguru website did not consider the impact their actions could have on users. Some respon- dents stated that the price offered by Ruangguru’s services was higher than those provided. In addi- tion, Ruangguru users still open other edutech websites, one of which is Brainly which offers a question-and-answer submission service similar to the Roboguru service. When compared based on website information (www. similarweb.com), the number of visitors to the Brainly website is much higher (89 million) than compared to the Ruangguru website (19 million). E. REFERENCES Adianita, A. 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