PENGARUH IKLAN, PROMOSI PENJUALAN, DAN PERSEPSI KEMUDAHAN PENGGUNAAN TERHADAP MINAT MEMAKAI ULANG LAYANAN GO-PAY DI WILAYAH JAKARTA
Article Sidebar
Main Article Content
Abstract
One of the phenomena that occur in Indonesia in today’s era of globalization is Indonesian people who have used electronic wallet as electronic payment systems. This study aims to find out and get an idea of the influence of advertising, sales promotion, and perceived ease of use toward intention to reuse GO-PAY services in the Jakarta area. In this study, data were collected using communication study, namely by distributing online questionnaires through social media to 120 respondents who have used GO-PAY services in Jakarta. The sampling technique used is judgment sampling, where the sample took based on certain criteria or considerations. The selected criteria are people who have used GOPAY services in the Jakarta area. Data analysis was performed using multiple regression analysis techniques. The results of the research showed that advertising, sales promotion, and perceived ease of use had a positive effect on reuse intention. The research concludesthat advertising, sales promotion, and perceived ease of use had a positive influence on intention to reuse GO-PAY services.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Arahita, Ceva L. dan Jurry Hatammimi 2015, ‘Factors Affecting the Intention to Reuse Mobile Banking Service’ International Journal of Research in Business and Social Science, vol. 4, no. 4, pp. 15-23, diakses 15 November 2018, http://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/15/15
Bank Indonesia. 2016. Peraturan Bank Indonesia Nomor:18/40/PBI/2016 Tentang Penyelenggaraan Pemrosesan Transaksi Pembayaran.
Bank Indonesia 2018, Informasi Perizinan Penyelenggara dan Pendukung Jasa Sistem Pembayaran, diakses tanggal 27 November 2018.
Cooper, Donald R. dan Pamela S. Schindler (2014), Business Research Methods, Edisi 12, New York: Mc Graw Hill Irwin.
DailySocial.id, Tren Perkembangan “Mobile Payment†di Indonesia, diakses tanggal 16 Desember 2018.
Dinarjo, Tjiptogoro (2012), Modul 7 Rata-rata Tertimbang dan Data Group, Universitas Mercu Buana, diakses tanggal 11 Januari 2019, http://mercubuana.ac.id/files/BusinessForecasting/Modul%207%20%20Dr.pdf
Davis, Fred D. 1989, ‘Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology’ MIS Quarterly, vol. 13, no. 3. September 1989, pp. 319-340, diakses 20 November 2018, https://pdfs.semanticscholar.org/bf17/26dc842f91576c97037674c00a712bb5ba8a.pdf
Davis, Fred D., Richard P. Bagozzi, dan Paul R. Warshaw 1989, ‘User Acceptance of Computer Technology: A Comparison of Two Theoretical Models’ Management Science, vol. 35, no. 8, August 1989, pp. 982-1003, diakses 17 Desember 2018, http://home.business.utah.edu/actme/7410/DavisBagozzi.pdf
Ferdinand, Augusty (2014), Metode Penelitian Manajemen: Pedoman Penelitian untuk Penulisan Skripsi Tesis dan Disertasi Ilmu Manajemen, Edisi 5, Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, Imam (2018), Aplikasi Analisis Multivariate dengan Program IBM SPSS 25, Edisi 9, Semarang: Badan Penerbit Universitas Diponegoro.
GOJEK Engineering 2017, Easier Payments with GO-PAY, diakses tanggal 27 November 2018.
GOJEK Indonesia 2017, GO-PAY, diakses tanggal 27 November 2018.
GOJEK Indonesia 2018, Bayar Apa Aja Lebih Mudah Pakai GO-PAY, diakses tanggal 27 November 2018.
___________________, Promo GO-PAY Desember 2018: Cashback, Voucher, Diskon, Kode Kupon, diakses tanggal 16 Desember 2018.
Hair, Joseph F. et al (2014), Multivariate Data Analysis, Edisi 7, Harlow: Pearson Education Limited.
Hartono, Jogiyanto (2007), Sistem Informasi Keperilakuan, Edisi 1, Yogyakarta: ANDI.
Hasan, Ali (2013), Marketing dan Kasus-Kasus Pilihan, Edisi 1, Yogyakarta: Center for Academic Publicing Service (CAPS).
Hellier, Phillip K., Gus M. Geursen, Rodney A. Carr, dan John A. Rickard 2003, ‘Customer Repurchase Intention: A General Structural Equation Model’, European journal of marketing, vol. 37, no. 11, pp. 1762-1800, diakses tanggal 4 Desember 2018, https://www.researchgate.net/publication/242342933_Customer_Repurchase_Intention_A_General_Structural_Equation_Model/download
Katadata.co.id 2018, Sedekah via QR Code, Seberapa Menarik bagi Pengguna Uang Elektronik?, diakses 16 Desember 2018.
Khairunissa, Kansa, Suharyono, dan Edy Yulianto 2017, ‘Pengaruh Bauran Promosi, Keputusan Pembelian, dan Kepuasan Pelanggan’ Jurnal Administrasi Bisnis (JAB), vol. 46, no.2 Mei 2017, pp. 37-45, diakses tanggal 26 November 2018, https://anzdoc.com/pengaruh-bauran-promosi-keputusan-pembelian-dan-kepuasan-pel.html
Khanfar, Iyad A. 2016, ‘The Effect of Promotion Mix Elements on Consumers Buying Decisions of Mobile Service: The case of Umniah Telecommunication Company at Zarqa city – Jordan’ European Journal of Business and Management, vol.8, no.5, 2016, pp. 94-100, diakses tanggal 11 Desember 2018, https://www.iiste.org/Journals/index.php/EJBM/article/viewFile/28666/29428
Kotler, Philip dan Kevin Lane Keller (2016), Marketing Management, Edisi 15, Harlow: Pearson Education Limited.
Kotler, Philip dan Gary Armstrong (2016), Principles of Marketing, Edisi 16, Harlow: Pearson Education Limited.
Marketeers 2018, Manfaatkan Momentum Gajian, GO-PAY Hadirkan Kampanye Khusus, diakses tanggal 16 Desember 2018.
_____________, Mengenal Konsep di Balik Kampanye Gozali ala Go-jek, diakses tanggal 27 Desember 2018.
Nour, Mahmud I., Mohammad Salamh Almahirah, dan Sultan "Mohammed Said" Sultan Freihat 2014, ‘The Impact of Promotional Mix Elements on Consumers Purchasing Decisions’ International Business and Management, vol. 8, no. 2, 2014, pp. 143-151, diakses tanggal 22 Desember 2018, http://www.cscanada.net/index.php/ibm/article/view/4800
Prastyaningsih, Ayu Sari, Imam Suryudi & Edy Yulianto 2014, ‘Pengaruh Customer Experience Terhadap Repurchase Intention (Niat Membeli Ulang) (Survei Pada Konsumen KFC Di Lingkungan Warga RW 3 Desa Kandangrejo, Kedungpring Lamongan)’ Jurnal Administrasi Bisnis (JAB), vol. 16, no. 1 November 2014, pp. 1-8, diakses pada tanggal 15 November 2018, http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/669/868
PT. Deloitte Consulting 2018, Bolstering financial inclusion in Indonesia (How QR Codes can drive digital payments and enable financial inclusion), diakses tanggal 27 November 2018.
Siregar, Syofian (2018), Metode Penelitian Kuantitatif: Dilengkapi Perbandingan Perhitungan Manual & SPSS, Edisi 1, Jakarta: Kencana.
Stevenson, William J. (2015), Operations Management, Edisi 12, New York: McGraw-Hill Education.
Sekaran, Uma dan Roger Bougie (2017), Metode Penelitian untuk Bisnis, Edisi 6-Buku 2, Jakarta: Salemba Empat
Tang, Jeung-tai E. dan Chihui Chiang 2009, ‘Towards an Understanding of the Behavioral Intention to Use Mobile Knowledge Management’ WSEAS Transactions on Information Science and Applications, issue 9, vol. 6, September 2009, pp. 1601-1613, diakses tanggal 9 Desember 2018,
http://www.wseas.us/e-library/transactions/information/2009/32-686.pdf