Widyastuti, Dominica A. (2021) STRATEGI KOMUNIKASI PEMASARAN DALAM MEMENGARUHI KEPUTUSAN PENGGUNAAN E-WALLET APLIKASI DANA. Universitas Bakrie. (Unpublished)
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Abstract
The study was conducted to determine the effect of the marketing communication strategy carried out by the DANA application on the many uses of E-Wallets as payment transactions. This study uses a quantitative approach and uses the Probability method by means of random sampling. Data collection will be carried out secondary and primary using a questionnaire on the Qualtrics application which is distributed online. The scale used is the Semantic Differential (Interval measurement scale). The respondent data is 130 for millennials who have transacted using the DANA E-Wallet. The data were processed using SPSS 25 for Windows, and analyzed descriptively and using Multiple Linear Regression Test. The partial test results found that the Cashback variables had no influence on the decision to use E-Wallet. While other variables, namely Discount, have an influence on the use decision. The results of the F test state that there is a positive influence between the cashback, and discount (free) variables on the Use Decision variable (Bound).
| Item Type: | Other |
|---|---|
| Uncontrolled Keywords: | Marketing Communication, Cashback, Discounts, User Decisions |
| Subjects: | Marketing > Commercial Products Science Paper > Research Report |
| Divisions: | Lembaga Penelitian dan Pengembangan |
| Depositing User: | Users 2 not found. |
| Date Deposited: | 08 Mar 2021 00:47 |
| Last Modified: | 08 Mar 2021 00:47 |
| URI: | https://repository.bakrie.ac.id/id/eprint/4591 |
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