PENGARUH GAYA HIDUP, SALES PROMOTION DAN PERCEIVED VALUE TERHADAP KEPUTUSAN PENGGUNAAN KARTU KREDIT BANK MANDIRI (Studi Kasus Nasabah Bank Mandiri di DKI Jakarta)

MAULINA, SIAH (2020) PENGARUH GAYA HIDUP, SALES PROMOTION DAN PERCEIVED VALUE TERHADAP KEPUTUSAN PENGGUNAAN KARTU KREDIT BANK MANDIRI (Studi Kasus Nasabah Bank Mandiri di DKI Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The main objective of this study is to examine and analyze the influence of the lifestyle, sales promotion and perceived value on usage decision Bank Mandiri credit cards. Data were collected from 100 respondent of to Bank Mandiri credit card users. Data analysis in this study use alternative methods of structural equation modeling (SEM) which is partial least square (PLS). The first phase of the current study is to validate each variable’s question as well as it’s reliabilities. The second phase is to test the relationships between lifestyle, sales promotion and perceived value to usage decisions. The outcomes of this present study have shown that the lifestyle, sales promotion and perceived value have positive and significant effects. Keywords: Lifestyle, Sales Promotion And Perceived And to Usage Decisions. Tujuan utama dari penelitian ini adalah untuk menguji dan menganalisis pengaruh gaya hidup, sales promotion dan perceived value terhadap keputusan penggunaan kartu kredit bank mandiri dengan menggunakan pendekatan deskriptif kuantitatif. Data dalam penelitian diperoleh dari 100 responden nasabah pengguna kartu kredit Bank Mandiri. Analisis data dalam penelitian ini menggunakan metode alternatif dari structural equation modeling (SEM) yaitu partial least square (PLS). Tahap pertama dalam penelitian ini untuk menguji validitas pertanyaan setiap variabel berikut dengan reliabilitasnya. Tahap kedua menguji hubungan antara gaya hidup, sales promotion dan perceived value terhadap keputusan penggunaan. Hasil dari penelitian ini menyatakan bahwa variabel gaya hidup, sales promotion dan perceived value berpengaruh positif dan signifikan terhadap keputusan penggunaan. Kata Kunci: Gaya Hidup, Sales Promotion Dan Perceived Value Terhadap Keputusan.

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