ROSDIANA, HOYA (2019) PENGARUH PROMOSI , CITRA MEREK DAN PERSEPSI KEMUDAHAN TERHADAP MINAT MENGGUNAKAN MOBILE PAYMENT GOPAY (STUDY KASUS DI JAKARTA BARAT). S1 thesis, Universitas Mercu Buana.
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Abstract
This research aimed to determine and analyze the influence of promotion, Brand Image, and Ease Perception on Interest using Gopay’s mobile payment in West Jakarta. This research uses the society respondents which using Gopay mobile payment located in West Jakarta. This Research used purposive sampling technique and obtained 170 respondent as samples. The data analysis method uses Multiple Linear Regression Analysis. The results of this study indicate that Promotion and Brand Image have positive effect on Consumer Interest. Whereas Perception of Ease does not significantly influence Consumer Interest. Keyword : Gopay Mobile Payment, Promotion, Brand Image, Ease Perception and interest in using Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Promosi, Citra Merek , dan Persepsi Kemudahan terhadap Minat Menggunakan mobile payment Gopay di Jakarta Barat. Penelitian ini menggunakan responden masyarakat yang menggunakan mobile payment Gopay yang berada di Jakarta Barat. Metode sampel yang digunakan purposive sampling, dengan jumlah sampel 170 responden. Metode analisis data menggunakan Analisis Regresi Linear Berganda. Hasil penelitian ini menunjukan bahwa Promosi dan Citra Merek berpengaruh positif terhadap minat Konsumen. Sedangkan Persepsi Kemudahan tidak berpengaruh signifikan terhadap Minat Menggunakan. Kata Kunci : Mobile Payment Gopay, Promosi, Citra Merek, Persepsi Kemudahan dan Minat Menggunakan.
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