PENGARUH SALES PROMOTION, BRAND IMAGE, DAN PERCEIVED EASE TO USE TERHADAP KEPUTUSAN MENGGUNAKAN SHOPEEPAY DI JABODETABEK

TURNIP, NITA MONICA (2022) PENGARUH SALES PROMOTION, BRAND IMAGE, DAN PERCEIVED EASE TO USE TERHADAP KEPUTUSAN MENGGUNAKAN SHOPEEPAY DI JABODETABEK. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of sales promotion, brand image, and perceived ease of use on the decision to use ShopeePay in Jabodetabek. Sampling using non-probability sampling method with purposive sampling technique. Data collection in the study was carried out by distributing online-based to 95 respondents, using measurements with a Likert scale. Respondent data processing is done using SmartPLS (Partial Least Square) 3.3. The results of this study indicate that sales promotion has a positive and significant effect on usage decisions, brand image has a positive and insignificant effect on usage decisions, and perceived ease to use has a positive and significant effect on usage decisions. Keywords: Sales Promotion, Brand Image, Perceived Ease To Use, and Usage Decision. Penelitian ini bertujuan untuk mengetahui Pengaruh sales promotion, brand image, dan perceived ease to use terhadap keputusan menggunakan ShopeePay di Jabodetabek. Pengambilan sampel menggunakan metode non-probability sampling dengan teknik purposive sampling. Pengumpulan data dalam penelitian dilakukan dengan menyebarkan kuesioner berbasis online kepada 95 responden, menggunakan pengukuran dengan skala Likert. Pengolahan data responden dilakukan dengan menggunakan SmartPLS (Partial Least Square) 3.3. Hasil dari penelitian ini menunjukkan bahwa Sales promotion berpengaruh positif dan signifikan terhadap keputusan penggunaan, Brand image berpengaruh positif dan tidak signifikan terhadap keputusan penggunaan, dan Perceived ease to use berpengaruh positif dan signifikan terhadap keputusan penggunaan. Kata kunci: Sales Promotion, Brand Image, Perceived Ease To Use, dan Keputusan Menggunakan.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 315
NIM/NIDN Creators: 43120110138
Uncontrolled Keywords: Sales Promotion, Brand Image, Perceived Ease To Use, dan Keputusan Menggunakan.
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 06 Dec 2022 04:50
Last Modified: 06 Dec 2022 04:50
URI: http://repository.mercubuana.ac.id/id/eprint/72217

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