SYAFITRI, SHELYANA SETYAJI (2020) PENGARUH IKLAN, MERCHANT REKANAN, DAN CASHBACK TERHADAP KEPUTUSAN METODE PEMBAYARAN ONLINE (STUDI KASUS PEMBAYARAN ONLINE OVO DI SURABAYA). Diploma thesis, STIE MAHARDHIKA.
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Abstract
This research offers to provide information to producers that there are stimuli that can be developed to attract customers to choose OVO as an online payment service. OVO is a fintech-based trademark that provides services in the form of digital wallets that can help consumers transaction. Of the various stimuli available, researchers chose Advertising, Merchant Partners, and Cashback, because they felt they had an influence on consumers in deciding to use OVO services. This research was conducted using a quantitative approach where this research focuses on testing hypotheses with statistical calculation tools whose results can then be developed. The sample in this study were OVO service users in Surabaya, which totaled 100 people. The statistical test tool used in this study is SPSS version 15 application for windows. After testing the proposed hypothesis, the following results are obtained. Partial test results in this study obtained the value of t for each variable is 3,228 for advertising, 3,674 for Merchants, and 3,336 for Cashback. With a t table value of 1,660, then t count> t table so that all hypotheses for a partial test in this study were accepted. This means that each independent variable has a partially significant effect on the dependent variable. The simultaneous test results in this study obtained a F count value of 20,917 with a significance of 0,000. With a F value of 2,700 then F count> F table so that the hypothesis for this simultaneous test is accepted. That is, the three independent variables together have a significant simultaneous effect on the dependent variable. The results of the beta coefficient (β) for each variable are Advertising for 0.292, Merchant for 0.318, and Cashback for 0.278. With the greatest beta coefficient (β) value, the Merchant variable becomes the most dominant variable in determining consumer decisions using online payment methods in OVO services in Surabaya.
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | Iklan, Merchnat Rekanan, Cashback, Keputusan, OVO |
| Subjects: | Manajemen |
| Divisions: | S1 Manajemen |
| Depositing User: | Unnamed user with email lib.stiemahardhika@gmail.com |
| Date Deposited: | 04 Mar 2020 03:18 |
| Last Modified: | 04 Jan 2023 02:24 |
| URI: | http://repository.stiemahardhika.ac.id/id/eprint/1425 |
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