Pengaruh promosi penjualan, citra merek dan e-service quality terhadap keputusan menggunakan e-wallet gopay di kota palembang

Angel, Michael (2024) Pengaruh promosi penjualan, citra merek dan e-service quality terhadap keputusan menggunakan e-wallet gopay di kota palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This research aims to prove and analyze the influence of sales promotions, brand image and e-service quality on the decision to use the Gopay e-wallet in the city of Palembang. The population in this study were all GoPay users in Palembang City from 17 to 31 years old. The sample in this study consisted of 100 respondents. The sample determination method used is to use a non-probability sampling method (non-probability sampling method). The types of data in this research are primary data and secondary data. The data analysis technique in this research is multiple linear regression analysis. Hypothesis testing in this research uses SPSS tools. Based on the test results, it was concluded that sales promotion, brand image and e-service quality had a positive and significant effect on the decision to use the Gopay e-wallet in the city of Palembang. Keywords: Sales Promotion, Brand Image, E – Service Quality and Usage Decisions.

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