KURNIASIH, MIA AMELIA (2022) PENGARUH DAYA TARIK PROMOSI, PERSEPSI KEMUDAHAN, DAN PERSEPSI KEAMANAN TERHADAP MINAT PENGGUNAAN E-MONEY (Studi Kasus Penggunaan Produk GoPay pada Masyarakat Usia Produktif di Kecamatan Larangan). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effect of promotional attractiveness, perceived convenience, and perceived security on interest in using GoPay e-money. This research is a field research with a quantitative approach. The data in this study were obtained from primary data in the form of a questionnaire. The population in this study is the productive age community in Larangan District, Tangerang City, Banten. The sample used in this study was 398 respondents, which was calculated based on the Slovin formula. Sampling method using non-probability sampling technique purposive sampling type. The data analysis method used in this research is descriptive quantitative analysis method, which consists of evaluating the outer model and inner model, using SmartPLS 3.3.9 software. The results of this study conclude that promotional attractiveness has a positive and significant effect on interest in use, perceptions of convenience have a positive and significant effect on interest in use, and perceptions of security have a positive and significant effect on interest in use. With a value of R-Square (R²) = 0.619, which means that the ability of the independent variables (promotional attractiveness, perceived convenience, and perceived security) affects interest in use by 61.9% while 38.1% is influenced by other variables that are not examined in this research. Keywords: Promotional Attractiveness, Perception of Ease, Perception of Security, and Interest in Use. Penelitian ini bertujuan untuk menganalisis pengaruh daya tarik promosi, persepsi kemudahan, dan persepsi keamanan terhadap minat penggunaan e-money GoPay. Penelitian ini merupakan penelitian lapangan (field research) dengan pendekatan kuantitatif. Data dalam penelitian ini diperoleh dari data primer berupa kuesioner. Populasi pada penelitian ini adalah masyarakat usia produktif di Kecamatan Larangan, Kota Tangerang, Banten. Sampel yang dipergunakan dalam penelitian ini sebanyak 398 responden, yang mana dihitung berdasarkan rumus Slovin. Metode pengambilan sampel dengan menggunakan teknik non-probability sampling jenis purposive sampling. Metode analisis data yang digunakan dalam penelitian ini yaitu metode analisis deskriptif kuantitatif, yang terdiri dari evaluasi outer model dan inner model, dengan menggunakan software SmartPLS 3.3.9. Hasil penelitian ini menyimpulkan bahwa daya tarik promosi berpengaruh positif dan signifikan terhadap minat penggunaan, persepsi kemudahan berpengaruh positif dan signifikan terhadap minat penggunaan, serta persepsi keamanan berpengaruh positif dan signifikan terhadap minat penggunaan. Dengan nilai RSquare (R²) = 0,619 yang artinya bahwa kemampuan variabel independen (daya tarik promosi, persepsi kemudahan, dan persepsi keamanan) mempengaruhi minat penggunaan sebesar 61,9 % sedangkan 38,1 % dipengaruhi oleh variable lain yang tidak di teliti dalam penelitian ini. Kata Kunci: Daya Tarik Promosi, Persepsi Kemudahan, Persepsi Keamanan, dan Minat Penggunaan.
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