PENGARUH GAYA HIDUP DAN PROMOSI TERHADAP KEPUTUSAN PENGGUNAAN DOMPET DIGITAL DANA DI KABUPATEN KARAWANG
Abstract
People's life always adapts to the extraordinary flow of information and technology, technological developments have a major influence on the way humans transact financially, namely wanting the availability of practical and fast payments. In meeting the lifestyle needs of all users, DANA is here as a tool to fulfill payment transactions. Promotion is also the company's main focus to create purchasing decisions for users.
The purpose of writing in this study is to analyze the influence of lifestyle and promotion on purchasing decisions on the DANA digital wallet in Karawang Regency. This research was conducted using quantitative research methods. The research sample consisted of 100 samples where the sampling system used random sampling.
From the results of data analysis in this study showed a partial influence between lifestyle on purchasing decisions by 54.4% and promotion on purchasing decisions by 14.5%. The simultaneous influence of lifestyle and promotion on purchasing decisions with a determination coefficient of 68.9% on the DANA digital wallet in Karawang Regency. SPSS version 16
References
Sangadji, E. M. dan S. (2013). Perilaku Konsumen Pendekatan Praktis disertai Himpunan Jurnal Penelitian. Yogyakarta: Andi.
Shintia, A. (2014). Manajemen Pemasaran. Malang: UB Press.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Dokumen
Bank Indonesia. (2016). Peraturan Bank Indonesia Nomor 18/ 17 /PBI/2016 Tentang Perubahan Kedua Atas Peraturan Bank Indonesia Nomor 11/12/Pbi/2009 Tentang Uang Elektronik (Electronic Money). h. 1-4. https://www.bi.go.id/elicensing/helps/PBI_181716-Emoney.pdf
BPS Kabupaten Karawang. (2019). Kabupaten Karwang Dala Angka Karawang Regency in Figures 2019. BPS Kabupaten Karawang.
Jurnal
Amanah, D. (2013). JURNAL PLANS Penelitian Ilmu Manajemen & Bisnis Vol . VIII No : 2 September 2013 PENGARUH GAYA HIDUP DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK MATAHARI PLAZA MEDAN FAIR DI UNIVERSITAS NEGERI MEDAN JURNAL PLANS Penelitian Ilmu Manajemen & Bisnis Vol . VIII(September), 1–6.
Aprianti, L. (2017). Pengaruh Gaya Hidup dan Customer Experience Terhadap Keputusan Pemebelian pada Dunkin Donuts Cabang Karawang. Universitas Singaperbangsa Karawang.
Arum Puspita Utami. (2016). PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI MINIMARKET KOPMA UNIVERSITAS NEGERI YOGYAKARTA. Universitas Negeri Yogyakarta.
Chandra, F. dan P. (2018). PENGARUH GAYA HIDUP DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK HEALTH ENTERPRISE. PERFORMA: Jurnal Manajemen Dan Start-Up Bisnis, Volume 3,.
Kaharu, D., & Budiarti, A. (2016). Pengaruh Gaya Hidup, Promosi, dan Kualitas Produk terhadap Keputusan Pembelian pada Cosmic. Jurnal Ilmu Dan Riset Manajemen, ISSN : 2461-0593, 5(3), 1–24.
Sarippudin, A., Fitriani, I. D., & Zulkarnaen, W. (2019). Pengaruh Citra Merek (Brand Image) Terhadap Proses Keputusan Pembelian Handphone Samsung Di Itc Kebon Kalapa Bandung. Jurnal SEMAR: Sain Ekonomi Manajemen & Akuntansi Riviu, 1(3), 42-51.
Pratama, A. K. (2015). Analisis Pengaruh Gaya Hidup , Promosi, dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Samsung. Universitas Islam Negeri Syarif Hidayatullah Jakarta.
Internet
Wartakota. 2017. APJII: Pengguna Internet di Indonesia Mencapai 171,17 Juta, Terbesar di Pulau Jawa https://wartakota.tribunnews.com/2019/05/17/apjii-pengguna-internet-di-indonesia-mencapai-17117-juta-terbesar-di-pulau-jawa. Diakses pada 10 Oktober 2019
https://databoks.katadata.co.id/datapublish/2019/08/23/inilah-daftar-dompet-digital-terbesar-di-indonesia diakses pada 29 Oktober 2019
https://library.binus.ac,id diakses pada 29 Oktober 2019
Copyright (c) 2021 Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
