Effect Of Brand Awareness, Promotion And Ease Of Use Perceptions On Decisions To Use Linkaja E-Wallet

Jovan Fitrianto Aditiansa, Rizky Dermawan

Abstract


The purpose of this study is to test and know the effect of brand awareness, promotion, and perceived ease of use on the usage decisions of e-wallet LinkAja. The research method used in this study is the quantitative method. Respondents in this study were management collestudentsent of UPN “Veteran” Jawa Timur that used LinkAja. In this study, the number of samples taken as many as 94 respondents. The sampling method used non-probability sampling with the pusposive sampling technique. The data collection technics used in this study is the primary data in the form of a questionnaire which was analyzed using the Likert scale and secondary data in the form of literature. The data analysis technique used SEM-PLS. The results of this study showed that brand awareness, promotion, and perceived ease of use have a significant (positive) impact on usage decisions e-wallet LinkAja

Keywords


brand awareness, promotion, perceived ease of use, usage decisions

Full Text:

PDF

References


Aaker, D. A. 1997. Manajemen Ekuitas Merek. Jakarta: Spektrum Mitra Utama.

Anggono, B., Istiatin, & Hadi, S. (2018). PERSEPSI KEMUDAHAN, RESIKO DAN KEPERCAYAAN TERHADAP KEPUTUSAN PENGGUNAAN GOPAY (Studi kasus pada Mahasiswa UNIBA Surakarta). Jurnal Fokus Ekonomi, 13(2), 280–300.

App Uang Elektronik (E-Money) & Dompet Digital. linkaja.id

Çelik, H. E., & Yilmaz, V. (2011). Extending the technology acceptance model for adoption of e-shopping by consumers in Turkey. Journal of Electronic Commerce Research, 12(2), 152–164.

Fatuh, M., & Widyastuti. (2017). Pengaruh promosi penjualan, perceived ease of use dan perceived usefulness terhadap keputusan menggunakan transportasi online (studi pada pengguna uber di surabaya pusat). Jurnal Ilmu Manajemen (JIM), 5(4), 1–9.

Jogiyanto. 2007. Sistem Informasi Keperilakuan. Yogyakarta: ANDI OFFSET.

Kartajaya, Hermawan. 2010. Konsep Pemasaran. Jakarta. Erlangga.

Kotler, P., & Armstrong, G. 2008. Prinsip-Prinsip Pemasaran (Jilid 1). Jakarta: Penerbit Erlangga.

Kotler, P., & Keller, K. L. 2009. Manajemen Pemasaran (Edisi 13). Jakarta: Penerbit Erlangga.

Kusuma, A. P., & Syahputra. (2020). PENGARUH PERSEPSI KEMUDAHAN DAN PERSEPSI MANFAAT TERHADAP SIKAP PENGUNAAN E-WALLET DI KOTA BANDUNG 2020. Journal of Applied Business Administration.

Lupiyoadi, Rambat. 2013. Manajemen Pemasaran Jasa Berbasis Kompetensi (Edisi 3). Jakarta: Salemba Empat.

Macdonald, E. K., & Sharp, B. M. (2000). Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication. Journal of Business Research, 48, 5–15.

Pradhana, I. P. D., & Sallyana, Y. (2018). Pengaruh Brand Awareness, Perceived Quality Dan Word of Mouth (Wom) Terhadap Keputusan Penggunaan Go-Jek Di Denpasar. Nasional, 3(2), 124–134.

Primantari, A. A. B. D. A., & Purnami, N. M. (2017). PENGARUH PROMOSI, GAYA HIDUP, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PENGGUNAAN TAKSI ONLINE BLUE BIRD. Jurnal Ilmiah Manajemen & Akuntansi, 23, 75–88.

Rangkuti, F. 2004. The Power of Brand. Jakarta: PT. Gramedia Pustaka Utama.

Sholihin, M., & Ratmono, D. 2013. Analisis SEM-PLS dengan WarpPLS 3.0. Yogyakarta: ANDI OFFSET.

Sistaningrum, W. 2002. Manajemen Penjualan Produk. Yogyakarta: Kanisius.

Sugiyono. 2017. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

TAJUDIN, M. H., & MULAZID, A. S. (2017). Pengaruh Promosi, Kepercayaan Dan Kesadaran Merek Terhadap Keputusan Nasabah Menggunakan Produk Tabungan Haji (Mabrur) Bank Syariah Mandiri Kcp. Sawangan Kota Depok. ISLAMICONOMIC: Jurnal Ekonomi Islam, 8(1), 19–46.

Tjiptono, F. 2019. STRATEGI PEMASARAN: Prinsip dan Penerapan. Yogyakarta: ANDI OFFSET.

Turban, E., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2010). Electronic Commerce: A Managerial Perspective. New Jersey: Pearson Prentice Hall, Inc.

Widiyanti, W. (2020). Pengaruh Kemanfaatan, Kemudahan Penggunaan dan Promosi terhadap Keputusan Penggunaan E-Wallet OVO di Depok. Moneter-Jurnal Akuntansi dan Keuangan, 7(1), 54–68




DOI: https://doi.org/10.26618/jeb.v18i2.7886

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Jurnal Ekonomi Balance

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

View My Stats

Flag Counter