| dc.contributor.advisor | Matoati, Rindang | |
| dc.contributor.author | Devi, Sri | |
| dc.date.accessioned | 2022-08-22T23:35:23Z | |
| dc.date.available | 2022-08-22T23:35:23Z | |
| dc.date.issued | 2022 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/113912 | |
| dc.description.abstract | Dompet digital merupakan alat pembayaran yang banyak digunakan saat ini
karena menawarkan berbagai kemudahan dan keuntungan bagi penggunanya.
Adapun dompet digital yang paling banyak digunakan di Indonesia yaitu
ShopeePay. Penelitian ini bertujuan untuk menganalisis pengaruh promosi terhadap
minat menggunakan kembali, pengaruh kemudahan penggunaan terhadap minat
menggunakan kembali, serta menganalisis citra merek sebagai pemoderasi
pengaruh promosi dan kemudahan penggunaan terhadap minat menggunakan
kembali ShopeePay. Teknik penentuan sampel menggunakan non-probability
sampling dengan metode purposive sampling dengan jumlah sampel sebanyak 195
responden. Metode analisis data yang digunakan adalah Structural Equation
Modelling - Partial Least Square (SEM-PLS). Hasil penelitian ini menunjukkan
bahwa promosi berpengaruh positif dan signifikan terhadap minat menggunakan
kembali ShopeePay, kemudahan penggunaan berpengaruh positif dan signifikan
terhadap minat menggunakan kembali ShopeePay, citra merek berpengaruh positif
dan signifikan sebagai pemoderasi hubungan antara promosi terhadap minat
menggunakan kembali ShopeePay, dan citra merek bukanlah variabel moderasi
untuk hubungan antara kemudahan penggunaan dan minat menggunakan kembali
ShopeePay. | id |
| dc.description.abstract | E-wallet is payment tool that is widely used today because it offers various
conveniences and benefits for its users. The most widely used digital wallet in
Indonesia is ShopeePay. This study aims to analyze the effect of promotion on
intention to reuse, the effect of ease of use on intention to reuse, and analyze the
brand image as a moderation of the influence of promotion and ease of use on
intention to reuse ShopeePay. The sampling technique used was non-probability
sampling with purposive sampling method with a total sample of 195 respondents.
The data analysis method used was Structural Equation Modelling - Partial Least
Square (SEM-PLS). The results of this study showed that promotion has a positive
and significant effect on the intention to reuse ShopeePay, ease of use has a positive
and significant effect on the intention to reuse ShopeePay, brand image has a
positive and significant effect as a moderation of the relationship between
promotion and the intention to reuse ShopeePay, and brand image is not variable
moderating for the relationship between ease of use and intention to reuse
ShopeePay. | id |
| dc.language.iso | id | id |
| dc.publisher | IPB University | id |
| dc.title | Citra Merek sebagai Pemoderasi Pengaruh Promosi dan Kemudahan Penggunaan terhadap Minat Menggunakan Kembali ShopeePay | id |
| dc.title.alternative | Brand Image as a Moderation of the Influence of Promotion and Ease of Use on Intention to Reuse ShopeePay | id |
| dc.type | Undergraduate Thesis | id |
| dc.subject.keyword | brand image | id |
| dc.subject.keyword | digital wallet | id |
| dc.subject.keyword | ease of use | id |
| dc.subject.keyword | intention to reuse | id |
| dc.subject.keyword | promotion | id |
