Cahyo, Dwi Nur (2024) Pengaruh Fitur Layanan, Keamanan Transaksi, Brand Ambassador Dan Persepsi Kemudahan Penggunaan Terhadap Keputusan Nasabah Bank BRI Menggunakan Aplikasi Brimo. Masters thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This research aims to examine the influence of service features, transaction security, brand ambassadorship and perceived convenience on customers' decisions to use the BRImo application. This type of study is quantitative. This is intended to address the issues raised, accomplish the goals, and test theories. The population in this research is 15,850 BRI customers who opened a savings account at BRI KCP Sudiang for the period January to June 2023. The sample size selected using the Slovin formula was 98 respondents. Data analysis uses descriptive analysis and multiple linear regression analysis. The research results found that service features have a significant influence on customers' decisions to use the BRImo application. Transaction security has a significant influence on customers' decisions to use the BRImo application. Brand ambassadors have no significant influence on customers' decisions to use the BRImo application. The perception of ease of using the product has a significant influence on customers' decisions to use the BRImo application.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.403 8 - MANAGEMENT INFORMATION SYSTEM 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 659 - ADVERTISING & PUBLIC RELATIONS |
| Divisions: | Magister of Management |
| Depositing User: | Magang Magang |
| Date Deposited: | 08 Aug 2024 07:53 |
| Last Modified: | 08 Aug 2024 07:53 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12739 |
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