Pengaruh Promosi Terhadap Keputusan Penggunaan Ovo (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Islam IAIN Kediri Angkatan 2016)

Andriani, Andriani and Nuraini, Indra (2021) Pengaruh Promosi Terhadap Keputusan Penggunaan Ovo (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Islam IAIN Kediri Angkatan 2016). ISTITHMAR: Jurnal Studi Ekonomi Syariah, 5 (1). pp. 1-17. ISSN P-ISSN : 2598-9804 E-ISSN : 2654-9387

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Abstract

In the modern era with technological sophistication, making all kinds of economic transactions must be able to adapt. Including in terms of payments, there are currently many trends related to these buying and selling transactions. Modernity brings an option to society in facilitating its activities, including payments for economic transactions. An easy alternative payment option is transactions via electronic money or digital wallets. One type of electronic money, such as OVO, which is owned by PT. International Visionet. Various strategies have certainly been implemented to show their superiority compared to other electronic money services. Through the initial promotion to attract interest, until the services provided have been carried out well by OVO. Strategic steps used such as promotions to increase user satisfaction. Based on these conditions, the researcher wants to discuss the OVO promotion strategy on user satisfaction. Through a field approach, as well as research analysis in the form of descriptive quantitative. The researcher concludes that the promotion given is one of the triggers for user decisions. In addition, through the Pearson correlation test, it is assumed that promotion has a moderate relationship to usage decisions. Meanwhile, in the results of the R value, it is known that promotion has an effect of 43.67%, so that the decision to use is also influenced by other factors that are greater.

Item Type:	Article
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Divisions:	Dosen IAIN Kediri
Depositing User:	Muhamad Hamim
Date Deposited:	15 Jun 2022 07:39
Last Modified:	15 Jun 2022 07:39
URI:	http://repository.iainkediri.ac.id/id/eprint/705

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