MAULID, MUHAMAD IQBAL IMAM (2021) PENGARUH BRAND IMAGE, BRAND TRUST, DAN PERSEPSI KEMUDAHAN TERHADAP MINAT PENGGUNAAN APLIKASI LAYANAN MOBILE BANKING JENIUS. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this study was to determine the effect of brand image, brand trust, and Perceptions of Ease on interest in using the Jenius mobile banking application. This research is a quantitative research with a sample size of 150 respondents. This study uses data analysis techniques Structural Equation Modeling (SEM) and data processing using Partial Least Square (PLS). The sampling technique used is non-probability sampling with purposive sampling technique. By using a quantitative descriptive approach. The results of this study indicate that brand image has a positive and significant effect on interest in use, brand trust has no positive and significant effect on interest in use, and perceived ease of use has a positive and significant effect on interest in using the Jenius mobile banking service application. Keywords: Brand Image, Brand Trust, Perception of Ease and Interest in Use Tujuan penelitian ini adalah untuk mengetahui pengaruh Brand Image, Brand Trust, dan Persepsi Kemudahan terhadap minat penggunaan aplikasi layanan mobile banking Jenius. Penelitian ini merupakan penilitian kuantitatif dengan jumlah sampel sebanyak 150 responden. Penelitian ini menggunakan teknik analisis data Structural Equation Modeling (SEM) dan pengolahan data menggunakan Partial Least Square (PLS). Teknik sampling yang digunakan yaitu non probability sampling dengan teknik purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukkan bahwa brand image berpengaruh positif dan signifikan terhadap minat penggunaan, brand trust tidak berpengaruh positif dan signifikan terhadap minat penggunaan, dan persepsi kemudahan berpengaruh positif dan signifikan terhadap minat penggunaan aplikasi layanan mobile banking Jenius. Kata Kunci : Brand Image, Brand Trust, Persepsi Kemudahan dan Minat Penggunaan
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43117010381 |
| Uncontrolled Keywords: | Brand Image, Brand Trust, Persepsi Kemudahan dan Minat Penggunaan |
| Subjects: | 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 22 Jul 2023 08:14 |
| Last Modified: | 22 Jul 2023 08:14 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79500 |
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