PENGARUH PERSEPSI KEMUDAHAN, CITRA MEREK DAN KEPERCAYAAN TERHADAP KEPUTUSAN MENGGUNAKAN APLIKASI E-WALLET OVO

NASUTION, AHMAD BADAWI (2023) PENGARUH PERSEPSI KEMUDAHAN, CITRA MEREK DAN KEPERCAYAAN TERHADAP KEPUTUSAN MENGGUNAKAN APLIKASI E-WALLET OVO. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to identity the influence of Ease of Use perception, Brand Image and Trust towards Consumer’s Decision to use on e-wallet OVO. The subjects in this study were consumer who knows and used the OVO application. The sample used in this study was 170 respondents. The sampling technique using a purposive sampling. By using quantitative descriptive approach. Therefore, the analysis of the data used is the statistical analysis in the form of SEM-PLS. The results of this study showed Ease of Use perception has a significant and positive effect on Decision to use. Brand Image has a significant and positive effect on Decision to use and Trust doesn’t has a significant effect on Decision to use. Keyword: Ease of use perception, Brand Image, Trust, Decision to use, e-wallet, OVO Penelitian ini untuk menguji pengaruh Pengaruh Persepsi Kemudahan, Citra Merek, dan Kepercayaan dalam Keputusan Menggunakan aplikasi e-wallet OVO. Subjek pada penelitian ini adalah konsumen yang mengetahui dan pernah menggunakan aplikasi e-wallet OVO. Sampel yang digunakan dalam penelitian ini adalah sebanyak 170 responden. Teknik pengambilan sampel menggunakan purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa Persepsi Kemudahan berpengaruh positif dan siginifikan terhadap Keputusan Menggunakan. Citra Merek berpengaruh positif dan siginifikan terhadap Keputusan Menggunakan dan Kepercayaan tidak berpengaruh siginifikan terhadap Keputusan Menggunakan. Kata Kunci: Persepsi Kemudahan, Citra Merek, Kepercayaan, Keputusan Menggunakan, e-wallet, OVO

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 122
Call Number: SE/31/23/237
NIM/NIDN Creators: 43118110249
Uncontrolled Keywords: Persepsi Kemudahan, Citra Merek, Kepercayaan, Keputusan Menggunakan, e-wallet, OVO
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 100. Philosophy and Psychology/Filsafat dan Psikologi > 106 Organizations and Management Philosophy/Organisasi dan Manajemen di Bidang Filsafat
300 Social Science/Ilmu-ilmu Sosial > 350 Public Administration and Military Science/Administrasi Negara dan Ilmu Kemiliteran > 352 General Considerations of Public Administration/Pertimbangan Umum Administrasi Publik
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: MILA RISKA
Date Deposited: 08 Jul 2023 05:57
Last Modified: 08 Jul 2023 05:57
URI: http://repository.mercubuana.ac.id/id/eprint/78304

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