PENGARUH EKUITAS MEREK, PERSEPSI KEMUDAHAN PENGGUNAAN DAN FITUR LAYANAN TERHADAP MINAT MENGGUNAKAN DOMPET DIGITAL GOPAY

HUTAGAOL, FRANS TUMPAL (2022) PENGARUH EKUITAS MEREK, PERSEPSI KEMUDAHAN PENGGUNAAN DAN FITUR LAYANAN TERHADAP MINAT MENGGUNAKAN DOMPET DIGITAL GOPAY. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of brand equity, perceived ease of use and service features on interest in using the Gopay digital wallet. The population in this study is the people of DKI Jakarta. The sample used is 130 respondents, calculated based on Hair theory. The sampling method used purposive sampling. Methods of data collection using survey methods, with the research instrument is a questionnaire. This study uses SEM data analysis techniques and data processing using Partial Least Square (PLS). The results of this study indicate that brand equity has a positive and significant effect on interest in using a Gopay digital wallet, perceptions of ease of use have a positive and significant effect on interest in using a Gopay digital wallet and service features have a positive and significant effect on interest in using a Gopay digital wallet. Keywords: Brand Equity, Perceived Ease of Use, Service Features, Interest in Using, Digital Wallet, Gopay Penelitian ini bertujuan untuk menganalisis pengaruh ekuitas merek, persepsi kemudahan penggunaan dan fitur layanan terhadap minat menggunakan dompet digital Gopay. Populasi dalam penelitian ini adalah masyarakat DKI Jakarta. Sampel yang dipergunakan adalah sebanyak 130 responden, dihitung berdasarkan teori Hair. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa ekuitas merek berpengaruh positif dan signifikan terhadap minat menggunakan dompet digital Gopay, persepsi kemudahan penggunaan berpengaruh positif dan signifikan terhadap minat menggunakan dompet digital Gopay dan fitur layanan berpengaruh positif dan signifikan terhadap minat menggunakan dompet digital Gopay. Kata kunci: Ekuitas Merek, Persepsi Kemudahan Penggunaan, Fitur Layanan, Minat Menggunakan, Dompet Digital, Gopay

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 22 099
NIM/NIDN Creators:	43118010159
Uncontrolled Keywords:	Ekuitas Merek, Persepsi Kemudahan Penggunaan, Fitur Layanan, Minat Menggunakan, Dompet Digital, Gopay
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 > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses 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 > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori 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 > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.436 File System Management Programs/Program Manajemen Sistem File
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	24 Aug 2022 06:54
Last Modified:	24 Aug 2022 06:54
URI:	http://repository.mercubuana.ac.id/id/eprint/68385

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