Social Science and Human Research Bulletin

This study examines the influence of perceived ease of use and electronic service quality on customer satisfaction with the McDonald’s application at the MT Haryono outlet in Malang. A quantitative approach was used by distributing questionnaires to 100 active users of the application. Data were analyzed using multiple linear regression to determine both partial and simultaneous effects of the independent variables. The results show that perceived ease of use and electronic service quality each have a positive and significant effect on customer satisfaction. Simultaneously, both variables also significantly influence satisfaction. The Adjusted R Square value of 0.591 indicates that these two factors explain 59.1% of the variation in customer satisfaction, while the remaining 40.9% is influenced by other factors not examined in this study. The findings highlight the importance of improving user-friendly features and maintaining high service quality in digital platforms. To enhance customer experience, McDonald’s MT Haryono is encouraged to provide in-store assistance for app usage, offer special promotions for active users, and strengthen service quality through staff training and team coordination.

Perceived Ease of Use, E-Service Quality, Customer Satisfaction.

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