PENGARUH PROMOSI, FITUR LAYANAN, DAN KEMUDAHAN TERHADAP KEPUTUSAN PENGGUNAAN SHOPEEPAY PADA MAHASISWA KOTA SEMARANG
Keywords:
Promotion, Service Features, Ease of Use, Usage DecisionsAbstract
This study aims to analyze and determine the effect of promotion, service features, and ease of use on decisions to use ShopeePay for Semarang City students both simultaneously and partially. The population in this study were all Semarang City students who use ShopeePay services. This research is a causality applied quantitative research, with the data collection method using a questionnaire. The sampling technique used purposive sampling, totaling 100 respondents. The data analysis model used is the Multiple Linear Regression Analysis method. While the data analysis technique uses the F statistical test, the Coefficient of Determination (R²), and the t Statistical Test. The results based on the - F test show that promotion, service features, and ease of use together have a significant effect on the decision to use the ShopeePay service. Based on the results of the t test, it shows that promotions and service features partially have a significant effect on the decision to use the ShopeePay service. Meanwhile, ease to use partially has no significant effect on the decision to use the ShopeePay service.
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