Sibarani, Doli Smith Bromo (2023) PENGARUH PROMOTION, EASE OF USE, E-SERVICE QUALITY, BENEFIT TERHADAP PURCHASE INTENTION DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI PENGGUNA E- WALLET APLIKASI DANA DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) DOLI SMITH BROMO SIBARANI (115200349) (B) THE INFLUENCE OF PROMOTION, EASE OF USE, E-SERVICE QUALITY, BENEFIT ON PURCHASE INTENTION WITH CUSTOMER SATISFACTION AS A MEDIATING VARIABLE FOR DANA APPLICATION E-WALLET USERS IN JAKARTA (C) XIV + 111 Pages, 32 Tables, 2 Pictures, 9 Attachment (D) Marketing Management (E) Abstract: This study was conducted to analyze the factors that influence satisfaction and purchase intentions in users of digital wallet applications, especially Dana. The study aims to analyze the effect of promotion, ease of use, electronic service quality, and benefits on customer satisfaction and purchase intentions for users of the Dana digital wallet application in Jakarta. The study used a quantitative method with a survey approach. Data were collected through questionnaires from 124 respondents and analyzed using Partial Least Square. The results showed that promotion, ease of use, and benefits have a significant positive effect on customer satisfaction and purchase intentions. While service quality only has a significant positive effect on customer satisfaction. In addition, customer satisfaction mediates the effect of ease of use, benefits, and service quality on purchase intentions Dana application users. This research implies that companies need to improve integrated marketing strategies to create positive experiences for customers to increase satisfaction and purchase intentions Dana application user. (F) promotion, ease of use, service quality, benefits, customer satisfaction, purchase intention, digital wallet. (G) References 30 (1989-2023) (H) Carunia Mulya Firdausy Ir., M.ADE., Ph.D., Prof. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) DOLI SMITH BROMO SIBARANI (115200349) (B) PENGARUH PROMOTION, EASE OF USE, E-SERVICE QUALITY, BENEFIT TERHADAP PURCHASE INTENTION DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI PENGGUNA E- WALLET APLIKASI DANA DI JAKARTA (C) XIV + 111 Halaman, 32 Tabel, 2 Gambar, 9 Lampiran (D) MANAJEMEN PEMASARAN (E) Abstrak: Penelitian ini dilakukan untuk menganalisis faktor-faktor yang mempengaruhi kepuasan dan Purchase Intention pada pengguna aplikasi dompet digital, khususnya Dana. Penelitian bertujuan untuk menganalisis pengaruh Promotion, Ease of Use, E-Service Quality, Benefit Terhadap Purchase Intention Melalui Customer Satisfaction Pengguna E-Wallet Aplikasi Dana Di Jakarta. Penelitian menggunakan metode kuantitatif dengan pendekatan survei. Data dikumpulkan melalui kuesioner dari 124 responden dan dianalisis menggunakan Partial Least Square. Hasil penelitian menunjukkan bahwa Promotion, Ease of Use, dan Benefit berpengaruh positif signifikan terhadap Customer Satisfaction dan Purchase Intention. Sementara E-Service Quality hanya berpengaruh positif signifikan terhadap Customer Satisfaction. Selain itu, Customer Satisfaction memediasi pengaruh Ease of Use, Benefit, dan E-Service Quality terhadap Purchase Intention pengguna aplikasi Dana. Penelitian ini memberikan implikasi bahwa perusahaan perlu meningkatkan strategi pemasaran terintegrasi untuk menciptakan pengalaman positif bagi pelanggan guna meningkatkan Customer Satisfaction dan Purchase Intention pengguna aplikasi Dana. (F) Promosi, kemudahan penggunaan, kualitas layanan, manfaat, kepuasan pelanggan, minat beli, dompet digital. (G) Referensi 30 (1989-2023)
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 15 Aug 2024 02:47 |
| Last Modified: | 15 Aug 2024 02:47 |
| URI: | http://repository.untar.ac.id/id/eprint/43850 |
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