ANALISIS FAKTOR PROMOSI PENJUALAN, PERSEPSI KEMUDAHAN, DAN KEAMANAN TERHADAP KEPUTUSAN PENGGUNAAN PELANGGAN APLIKASI DOMPET DIGITAL DANA

ACELIAN, RESTU MUHAMMAD (2021) ANALISIS FAKTOR PROMOSI PENJUALAN, PERSEPSI KEMUDAHAN, DAN KEAMANAN TERHADAP KEPUTUSAN PENGGUNAAN PELANGGAN APLIKASI DOMPET DIGITAL DANA. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of sales promotion, perceived ease of use, and perceived security on the consumer decisions DANA digital wallet application in DKI Jakarta. The sampling method was using an accidental sampling technique. This research was conducted using a questionnaire method, conducted on 100 respondents. Quantitative analysis includes validity and reliability tests, classical assumption test, coefficient of determination R2, F test, t test and multiple regression analysis. The R2 value of 0.617 shows that 61.7% of the consumer decision to use reached is indeed influenced by the independent variables (sales promotion, perceived ease of use, and perceived security) used in this study. Test the value of F 0,000; which shows sales promotion, perceived ease of use, and perceived security as independent variables simultaneously influence consumer decisions. The t value of less than 0.05 indicates that sales promotion, perceived ease of use, and perceived security as independent variables partially have a significant effect on consumer decisions. Keywords: Sales Promotion, Perception Ease of Use, Perception Security, and Consumer Decision Penelitian ini bertujuan untuk menganalisis pengaruh promosi penjualan, persepsi kemudahan, dan persepsi keamanan terhadap keputusan penggunaan apliaksi dompet digital DANA di DKI Jakarta. Metode sampling yang digunakan adalah accidental sampling. Penelitian ini dilakukan dengan metode kuesioner, dilakukan terhadap 100 responden. Analisis kuantitatif meliputi uji validitas dan reliabilitas, uji asumsi klasik, koefisien determinasi R2, uji F, uji t dan analisis regresi berganda. Nilai R2 0,617 menunjukkan bahwa 61,7% keputusan penggunaan yang dicapai memang dipengaruhi oleh variabel independen (promosi penjualan, persepsi kemudahan, dan persepsi keamanan) yang digunakan dalam penelitian ini. Uji nilai F 0,000; yang menunjukkan promosi penjualan, persepsi kemudahan, dan persepsi keamanan sebagai variabel independen secara bersamaan mempengaruhi keputusan penggunaan. Nilai t kurang dari 0,05 menunjukkan bahwa promosi penjualan, persepsi kemudahan, dan persepsi keamanan sebagai variabel independen secara parsial berpengaruh signifikan terhadap keputusan penggunaan. Kata kunci : Promosi Penjualan, Persepsi Kemudahan, Persepsi Kemanan, dan Keputusan Penggunaan.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55117120025
Uncontrolled Keywords: Promosi Penjualan, Persepsi Kemudahan, Persepsi Kemanan, dan Keputusan Penggunaan.
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor > 651.8 Computer Application for Office Management/Aplikasi Komputer untuk Manajemen Perkantoran
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.01-658.09 [Management of Enterprises of Specific Sizes, Scopes, Forms; Data Processing]/[Pengelolaan Usaha dengan Ukuran, Lingkup, Bentuk Tertentu; Pengolahan Data] > 658.05 Data Processing Computer Applications/Pengolahan Data Aplikasi Komputer
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 01 Dec 2021 03:16
Last Modified: 03 Jul 2023 05:58
URI: http://repository.mercubuana.ac.id/id/eprint/51145

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