FAHIRA, ZAKIYAH (2024) PENGARUH PROMOSI PENJUALAN, PERSEPSI KEGUNAAN, DAN PERSEPSI KEMUDAHAN TERHADAP MINAT MENGGUNAKAN KEMBALI MELALUI KEPUASAN PELANGGAN OVO DI DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (497kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB 1.pdf Restricted to Registered users only Download (403kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (295kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (129kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (510kB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (36kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (106kB) |
|
|
Text (LAMPIRAN)
08 LAMPIRAN.pdf Restricted to Registered users only Download (698kB) |
Abstract
This study analyzes the impact of Sales Promotion, Perceived Usefulness, and Perceived Ease of Use on the Intention to Reuse OVO through Customer Satisfaction in DKI Jakarta. This research adopts a quantitative approach, with data collected through online questionnaires distributed via Google Forms. The sampling technique used is purposive sampling. The sample size was determined based on Hair's theory, resulting in a total of 150 respondents who were OVO ewallet users. The population for this study comprises students from Mercu Buana University in Jakarta. The data analysis uses Partial Least Squares (Smart-PLS) software version 4.0. The findings of the study indicate that Sales Promotion does not significantly affect Customer Satisfaction or the Intention to Reuse. In contrast, Perceived Usefulness and Perceived Ease of Use have a positive and significant impact on both Customer Satisfaction and the Intention to Reuse. Additionally, Customer Satisfaction has a positive and significant influence on the Intention to Reuse. However, Sales Promotion and Perceived Usefulness do not have a significant effect on the Intention to Reuse through Customer Satisfaction, while Perceived Ease of Use positively and significantly affects the Intention to Reuse through Customer Satisfaction. Keywords: Sales Promotion, Perceived Usefulness, Perceived Ease of Use, Customer Satisfaction, Reuse Intention, OVO E-Wallet Penelitian ini bertujuan untuk menganalisis Pengaruh Promosi Penjualan, Persepsi Kegunaan, dan Persepsi Kemudahan Terhadap Minat Menggunakan Kembali Melalui Kepuasan Pelanggan OVO Di DKI Jakarta. Penelitian ini bersifat kuantitatif dengan metode pengumpulan data melalui penyebaran kuesioner online dengan menggunakan google form dan teknik pengambilan sampel yang dipilih yaitu purposive sampling. Sampel pada penelitian ini mengacu pada teori Hair dan diperoleh jumlah sampel sebanyak 150 responden yang menggunakan e-wallet OVO, sedangkan populasi pada penelitian ini yaitu mahasiswa Universitas Mercu Buana Jakarta. Penelitian ini menggunakan program pengolah data berupa software Partial Least Square (Smart-PLS) versi 4.0. Hasil penelitian menunjukkan bahwa Promosi Penjualan tidak berpengaruh dan tidak signifikan terhadap Kepuasan Pelanggan dan Minat Menggunakan Kembali. Persepsi Kegunaan dan Persepsi Kemudahan berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan dan Minat Menggunakan Kembali. Kepuasan Pelanggan berpengaruh positif dan signifikan terhadap Minat Menggunakan Kembali. Promosi Penjualan dan Persepsi Kegunaan tidak berpengaruh dan tidak signifikan terhadap Minat Menggunakan Kembali melalui Kepuasan Pelanggan, dan Persepsi Kemudahan berpengaruh positif dan signifikan terhadap Minat Menggunakan Kembali melalui Kepuasan Pelanggan. Kata Kunci: Promosi Penjualan, Persepsi Kegunaan, Persepsi Kemudahan, Kepuasan Pelanggan, Minat Menggunakan Kembali, E-Wallet OVO
Actions (login required)
 |
View Item |
