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ANALISIS DAMPAK PROMOSI DAN KUALITAS LAYANAN ELEKTRONIK TERHADAP NIAT UNTUK MEMBELI KEMBALI PENGGUNAAN OVOPAY (STUDI KASUS KONSUMEN OVOPAY SE-KARESIDENAN PEKALONGAN)
Abstract
The objective of this research is to establish whether there is a correlation between promotion and the quality of e-service positively affects repurchase interest in using Ovopay. This research uses an explanatory type. The sampling method used is non-probability sampling with a convenience sampling approach which is distributed online via Google forms. As many as 86 respondents of Ovopay users in the Pekalongan Prefecture were used as research samples with a measurement scale using a Likert scale. The analysis method used uses Multiple Linear Regression and is processed using SPSS version 22. The instrument test used uses a validity test and reliability test, while the classical assumption test used uses a Normality test, Multicollinearity test and Heteroscedasticity test, Data analysis tests use the F test, t-test, coefficient of determination and multiple regression equations. The results of data analysis partially show that Promotion has a positive and real effect on repurchase interest in using Ovopay, while E-Service quality has a positive and real effect on repurchase interest in using Ovopay. While the simultaneous test shows that Promotion and E-Service Quality together have a positive effect on repurchase interest in using Ovopay by 58.8% and the remaining 41.2% by other variables.
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