Pengaruh Daya Tarik Promosi Dan Kemudahan Penggunaan Teknologi Terhadap Loyalitas Pengguna E-Money

Pada Produk E-Money Bank Syariah Indonesia Kantor Cabang Pembantu Radial Palembang

Authors

  • Siti Maslahah Universitas Islam Negeri Raden Fatah Palembang
  • Hilda Hilda Universitas Islam Negeri Raden Fatah Palembang
  • Fakhrina Fakhrina Universitas Islam Negeri Raden Fatah Palembang

DOI:

https://doi.org/10.61132/nuansa.v2i1.743

Keywords:

promotional attractiveness, ease of use of technology, loyalty of emoney users

Abstract

The purpose of this research is to determine the effect of promotional attractiveness and ease of use of technology on loyalty in using e-money (in Indonesian sharia bank e-money products at the Radial Palembang sub-branch office). This research uses primary data with a quantitative approach. The population in this study were customers of Bank Syariah Indonesia (BSI) Palembang Radial Palembang Sub-Branch who used 200 e-money products in the last 1 year. Sampling in this research used the Slovin formula, resulting in 67 customers being sampled in this research. The analytical methods used in this research are validity, reliability, classical assumption testing, multiple linear regression and hypothesis testing using IBM SPSS 26 statistical analysis. The results of this research show that the promotional attractiveness variable has a significant effect on e-money user loyalty and the ease of use of technology variable has a significant effect on e-money user loyalty.

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References

Alifatul Laily Romadloniyah, “Pengaruh Persepsi Kemudahan Penggunaan, Persepsi Daya Guna, Persepsi Kepercayaan, Dan Persepsi Manfaat Terhadap Minat Nasabah Dalam Menggunaan E-Money Pada Bank Bri Lamongan” Jurnal Penelitian Ekonomi dan Akuntansi Vol. 3, No. 2 Juni 2018

M.Nur Rianto Al-Arif. “Dasar-Dasar Pemasaran Bank Syariah”,(Jakarta:Alfabeta,2012).H.169.

Syifa Khoirunisa, “Pengaruh Daya Tarik Promosi,Kepuasan Dan Kemudahan Terhadap Loyalitas Pengguna E-Money (Studi Analisa Pada Produk E-Money Bank Syariah Indonesia)”

Wawancara langsung dengan Soleh selaku pegawai bagian BOSM Bank Syariah Indonesia Kantor Cabang Pembantu Radial Palembang, Pada 3 Agustus 2023.

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Published

2024-02-06

How to Cite

Siti Maslahah, Hilda Hilda, & Fakhrina Fakhrina. (2024). Pengaruh Daya Tarik Promosi Dan Kemudahan Penggunaan Teknologi Terhadap Loyalitas Pengguna E-Money: Pada Produk E-Money Bank Syariah Indonesia Kantor Cabang Pembantu Radial Palembang. Jurnal Nuansa : Publikasi Ilmu Manajemen Dan Ekonomi Syariah, 2(1), 100–105. https://doi.org/10.61132/nuansa.v2i1.743

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