Adelia Prawesty, . (2025) TINJAUAN PELAKSANAAN PEMASARAN TERHADAP PENINGKATAN PENGGUNA E-WALLET GOPAY. Tugas Akhir thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to review the implementation of marketing strategies carried out by GoPay in an effort to increase the number of users of digital wallet services in Indonesia. GoPay is part of the Gojek ecosystem that offers convenience in digital transactions. Through a descriptive qualitative approach, this research examines various marketing strategies such as promotions, partnerships, digital advertising, and application features that support ease of use. The results show that GoPay's marketing strategy is quite effective in attracting user interest and loyalty. The ease of use of the application, integration with Gojek services, and promo offers such as cashback and discounts, are the main factors in marketing success. However, there are still obstacles such as intense competition between e-wallets, limited internet access in some areas, and user doubts about security aspects. Therefore, GoPay needs to continue to innovate in developing features and expanding digital education to the public. By understanding the convenience factors and barriers in GoPay marketing, it is hoped that this research can contribute to the development of digital wallet marketing strategies in Indonesia more broadly.
| Item Type: | Thesis (Tugas Akhir) |
|---|---|
| Additional Information: | [No. Panggil: 2210101040] [Pembimbing: Diana Tri Wardhani] [Penguji 1: Suharyati] [Penguji 2: Jenji Gunaedi Argo] |
| Uncontrolled Keywords: | GoPay, marketing, digital wallet, ease of use, promotion strategy. |
| Subjects: | H Social Sciences > H Social Sciences (General) Z Bibliography. Library Science. Information Resources > Z719 Libraries (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII) Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII) |
| Depositing User: | ADELIA PRAWESTY |
| Date Deposited: | 29 Aug 2025 08:27 |
| Last Modified: | 29 Aug 2025 08:27 |
| URI: | http://repository.upnvj.ac.id/id/eprint/37943 |
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