Fitri, Bratandari Nabilah and Dian Ari Nugroho,, SE, MM, CMA. (2023) Pengaruh Customer Satisfaction, Brand Preference, dan Perceived Brand Benefits terhadap Reuse Intentions Platform Digital Payment. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk meneliti customer satisfaction, brand preference, dan perceived brand benefits terhadap reuse intentions pada dompet digital DANA. Populasi yang digunakan dalam penelitian ini adalah Gen Z di Kota Surabaya dan Kota Malang yang menggunakan dompet digital DANA. Penelitian ini menggunakan data primer dan sekunder serta menggunakan teknik purposive sampling karakteristik sampel yang dipilih yaitu, minimal berusia 17 tahun, domisili di Kota Surabaya dan Kota Malang, dan pernah menggunakan DANA lebih dari satu kali. Jumlah sampel yang terkumpul sebanyak 150 responden dengan menyebarkan kuesioner menggunakan Google Form. Teknik analisis data menggunakan uji validas, uji reliabilitas, uji asumsi klasik dan uji hipotesis dilakukan dengan menggunakan uji t dan uji f dengan menggunakan program SPSS Statistics 25. Hasil penelitian menunjukkan bahwa customer satisfaction, brand preference, dan perceived brand benefits berpengaruh positif dan signifikan terhadap reuse intentions pada layanan dompet digital DANA di Kota Surabaya dan Kota Malang. Penelitian ini diharapkan dapat memberikan bukti empiris untuk penelitian selanjutnya serta dapat membantu perusahaan dalam mengembangkan kepuasan konsumen, preferensi merek, dan manfaat dalam penggunaan kembali.
English Abstract
This study aims to examine customer satisfaction, brand preference and perceived brand benefits to reuse intentions in DANA digital wallet. The population used in this study is Gen Z in Surabaya and Malang who use DANA digital wallet. This study uses primary and secondary data and uses a purposive sampling technique. The characteristics of the selected sample are, at least 17 years old, domiciled in Surabaya and Malang, and have used DANA more than once. The number of samples collected was 150 respondents by distributing questionnaires using Google Form. Data analysis techniques used validation tests, reliability tests, classical assumption tests and hypothesis tests were carried out using t tests and f tests using the SPSS Statistics 25 program. The results showed that customer satisfaction, brand preference, and perceived brand benefits had a positive and significant effect on reuse intentions for DANA digital wallet service in Surabaya and Malang. This research is expected to provide empirical evidence for further research and can assist companies in developing consumer satisfaction, brand preference, and benefits in reuse.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0523020055 |
| Uncontrolled Keywords: | Customer Satisfaction, Brand Preference, Perceived Brand benefits, Reuse Intentions |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 17 Nov 2023 07:25 |
| Last Modified: | 17 Nov 2023 07:25 |
| URI: | http://repository.ub.ac.id/id/eprint/204721 |
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Text (DALAM MASA EMBARGO)
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