ANALISIS PENGARUH E-WOM, BRAND IMAGE, DAN PERCEIVED EASE OF USE TERHADAP USAGE DECISION E-WALLET GOPAY DI JAKARTA SELATAN

Farra Alifiah, . (2023) ANALISIS PENGARUH E-WOM, BRAND IMAGE, DAN PERCEIVED EASE OF USE TERHADAP USAGE DECISION E-WALLET GOPAY DI JAKARTA SELATAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

E-Wallets, or digital wallets, have become an integral part of everyday life in today's digital era. One e-wallet platform that is increasingly popular is GoPay. Increasingly tight competition in the digital payments industry encourages GoPay to routinely observe consumer behavior by considering factors that influence the usage decision process. This research aims to determine, prove, and analyze the influence of E-WOM, Brand Image, and Perceived Ease of Use on the Usage Decision of GoPay e-wallet in South Jakarta. The population in this study were Gopay service users in South Jakarta who were over 17 years old. The sampling method uses non-probability sampling with purposive sampling technique. The sample used was 100 respondents taken using the lemeshow formula. Data processing was analyzed using SmartPLS4.0 software and showed an Adjusted R Square result of 0.9260, which means that the independent variables were able to jointly explain 92.60% of the dependent variable, while the remaining 7.40% was caused by other factors outside the model. this research, the following results: (1) E-WOM has a positive and significant effect of 0.181 on GoPay e-wallet usage decisions in South Jakarta, (2) Brand Image has a positive and significant effect of 0.687 on GoPay e-wallet usage decisions in South Jakarta , (3) Perceived Ease of Use has a positive and significant influence of 0.135 on GoPay e-wallet usage decisions in South Jakarta.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111235] [Pembimbing: Bernadin Dwi M] [Penguji 1: Alfatih Sikki Manggabarani] [Penguji 2: Heni Nastiti]
Uncontrolled Keywords: E-WOM, Brand Image, Perceived Ease of Use, Usage Decision, Gopay
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Farra Alifiah
Date Deposited: 19 Jan 2024 12:20
Last Modified: 20 Mar 2024 08:25
URI: http://repository.upnvj.ac.id/id/eprint/28026

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