User Satisfaction Analysis of McDonald's Application Using the End-User Computing Satisfaction (EUCS) Method

Abstract

In today's digital era, the use of technology is increasingly sophisticated, and many companies have taken advantage of technology to create mobile applications to market their products more easily accessible and known, and to become a communication medium between consumers and companies. One of the companies that has created a mobile application is McDonald's. This study aims to determine the level of user satisfaction with the McDonald's application and to determine which variables have the most influence on user satisfaction. The analysis method used is multiple linear regression analysis using SPSS and the End-User Computing Satisfaction (EUCS) model with 5 independent variables namely Content, Accuracy, Format, Ease Of Use, Timeliness, and 1 dependent variable namely User Satisfaction. This study was conducted by distributing questionnaires through social media to 385 respondents of Gen Z who have used the McDonald's application. The results of this study show that 2 variable affect user satisfaction, namely the Content and Format variables, and 3 variables do not affect user satisfaction, namely Accuracy, Ease Of Use, and Timeliness. In addition, the results of this study show that the most dominant variable affecting user satisfaction is the Format variable.