PENGARUH EASE OF USE, PROMOTION DAN BRAND TRUST TERHADAP MINAT BELI MENGGUNAKAN APLIKASI OVO (Study pada Pengguna OVO di DKI Jakarta)

AGUSTYOBUDI, ENDRIAWAN (2020) PENGARUH EASE OF USE, PROMOTION DAN BRAND TRUST TERHADAP MINAT BELI MENGGUNAKAN APLIKASI OVO (Study pada Pengguna OVO di DKI Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to discuss what factors influence buying interest using the OVO application. The independent variables obtained from the preliminary survey results are ease of use, promotion and brand trust. This study uses SEM data analysis techniques and data processing using PLS. The population is the population living in the area of DKI Jakarta, with a sample of 170 respondents. The sampling technique uses purposive sampling. By using a quantitative descriptive approach. The results of this study indicate that ease of use has a significant positive effect on buying interest, promotion has a significant positive effect on buying interest, and brand trust has a significant positive effect on buying interest. Keyword: Ease of Use, Promotion, Brand Trust, Buying Interest Penelitian ini bertujuan untuk membahas mengenai faktor apa saja yang mempengaruhi minat beli menggunakan Aplikasi OVO. Variabel independen yang didapatkan dari hasil survei pendahuluan adalah ease of use, promotion dan brand trust. Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan PLS. Populasinya adalah penduduk berwilayah tinggal di DKI Jakarta, dengan sampel 170 responden. Teknik pengambilan sampel menggunakan purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukkan bahwa ease of use berpengaruh positif signifikan terhadap minat beli, promotion berpengaruh positif signifikan terhadap minat beli, serta brand trust berpengaruh positif signifikan terhadap minat beli. Kata kunci : Ease of Use, Promotion, Brand Trust, Minat Beli

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 312
Call Number: SE/31/21/216
NIM/NIDN Creators: 43116010164
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.5 General Purpose Application Programs/Program Aplikasi dengan Kegunaan Khusus
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.1 Administration and Library Management/Administrasi dan Manajemen Perpustakaan > 025.11 Finance/Keuangan
200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 332 Financial Economics, Finance/Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Putra Arsy Anugrah
Date Deposited: 14 Apr 2022 02:41
Last Modified: 14 Apr 2022 02:43
URI: http://repository.mercubuana.ac.id/id/eprint/52211

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