PENGARUH WORD OF MOUTH, MANFAAT, KEMUDAHAN PENGGUNAAN, DAN KEPERCAYAAN TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN REKENING PONSEL CIMB NIAGA DI SURABAYA

ILYASSIN, CELINE (2016) PENGARUH WORD OF MOUTH, MANFAAT, KEMUDAHAN PENGGUNAAN, DAN KEPERCAYAAN TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN REKENING PONSEL CIMB NIAGA DI SURABAYA. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

Mobile Phone Accounts CIMB Niaga is a new branchless banking innovative product which is use mobile phone number as an account bank. The purpose of this study is to determine the effect of independent variables (WOM, Perceived Usefulness, Perceived Ease of Use, and Trust) on The Decision of Customers Using Mobile Phone Accounts CIMB Niaga in Surabaya as the dependent variable either simultaneously or partially. The statistical method used in this study is multiple regression analysis using SPSS 16.0. This study uses primary data.The data collecting method using questionnaire. This study took the 100 respondents as samples using non-probability sampling technique. The results of this study show variable WOM, Perceived Usefulness, Perceived Ease of Use, and Trust simultaneously has a significant effect on the Customer’s decision to use Mobile Phone Accounts CIMB Niaga in Surabaya. On the other hand, variable WOM partially does not significantly affect on customer decision. Among the four independent variables, which has the most dominant influence on the Customer’s decision to use Mobile Phone Accounts CIMB Niaga is variable Trust. It showed by the coefficients of partial determination trust by 36,24%, the highest than others independent variable. Key words : WOM, Perceived Usefulness, Perceived Ease of Use, Trust, and Purchase Decision

Item Type: Thesis (Undergraduate)
Subjects: 300 - SOCIAL SCIENCE > 332.12 - BANKS & BANKING
600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 28 Oct 2016 07:51
Last Modified: 28 Oct 2016 07:51
URI: http://eprints.perbanas.ac.id/id/eprint/309

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