Keputusan Penggunaan Aplikasi Fintech PosPay : Brand Image dan Customer Experience di kota Bandung

Authors

Asaretkha Adjane Annisawati Universitas Logistik dan Bisnis International
Muhammad Alva Rezi Universitas Logistik dan Bisnis Internasional
Bambang Triputranto Universitas Logistik dan Bisnis Internasional

DOI:

https://doi.org/10.32670/coopetition.v15i3.4462

Keywords:

Brand image, user experience, usage decision, purchase decision, pospay

Abstract

Digital wallet applications are expanding with various brands and engaging user experiences to meet the needs of an established market, particularly in terms of fast and practical payments. PT. Pos Indonesia offers a digital wallet application called Pospay. The purpose of this study is to evaluate the influence of brand image and user experience on the decision to use the Pospay application in the city of Bandung. The study sample consists of 100 users of the Pospay application. Data were collected through the distribution of questionnaires using a semantic differential scale in a quantitative approach. The data analysis technique used is associative descriptive analysis, using SPSS 25. The findings of the study indicate that brand image has a positive and significant influence on the decision to use the application, as does user experience. Additionally, brand image and user experience together have an impact on the decision to use the Pospay application

Downloads

Download data is not yet available.

References

Annisawati, A. A., & Anggraeni, A. D. (2017). Pengaruh Ekuitas Merek IPhone Terhadap Loyalitas Pelanggan. FORUM KEUANGAN DAN BISNIS INDONESIA (FKBI) When Fintech Meets Accounting : Opportunity and Risk, 6, 325–338. http://fkbi.akuntansi.upi.edu/

Arinata, I. K. G., & Darwin. (n.d.). Pengaruh Motivasi Kerja dan Kompetensi Terhadap Kinerja Pegawai Pada Dinas Perumahan dan Kawasan Permukiman Provinsi Sumatera Selatan.

Batari, A., Bima, M. J., & Rahman, Z. (2018). PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN MOBIL FORD. SEIKO : Journal Management and Business, 2(1). https://journal.stieamkop.ac.id/index.php/seiko

Chan, A., Maharani, M., Pratami, D., & Tresna, W. (2017). COMPARISON OF USER EXPERIENCE ON GO-JEK AND GRAB MOBILE APPS (STUDY ON PT. GO-JEK AND PT. GRAB INDONESIA CONSUMER IN DKI JAKARTA). In Jurnal AdBispreneur (Vol. 2, Issue 2).

Dam, S. M., & Dam, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585

Databoks. (2022). Dompet Digital Jadi Produk Fintech Paling Populer di Indonesia.

Desty Wulandari, R., & Alananto Iskandar, D. (2018). PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK KOSMETIK. Jurnal Riset Manajemen Dan BIsnis , 3(1), 11–18.

Diaz. (2023, September 19). E-Wallet- Solusi Cerdas untuk Pembayaran Modern. Xendit. https://www.xendit.co/id/blog/e-wallet-solusi-cerdas-untuk-pembayaran-modern/

Djunaedi, Dewanti, S., Arifin. Moh, & Nursamsu. (2022). Pengaruh Faktor Perilaku Konsumen Terhadap Keputusan Pembelian Honda Scoopy Smart Key. Jurnal Pendidikan Tambusai, 6(2).

Eka Purbaya, M. (2022). Pengaruh User Experience dan Consumer-Based Brand Equity Terhadap Loyalitas Pengguna Shopee. Jurnal Riset Komputer), 9(3), 2407–389. https://doi.org/10.30865/jurikom.v9i3.4269

Farisi, S. (2018). PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU ADIDAS PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH SUMATERA UTARA. The National Conferences Management and Business (NCMAB) 2018“Pemberdayaan Dan Penguatan Daya Saing Bisnis Dalam Era Digital.”

Ferdinand, A. (2014). Metode Penelitian Manajemen - Pedoman Penelitian Untuk Penulisan Skripsi Tesis Dan Desrtasi Ilmu Manajemen (5th ed.). Universitas Dipenogoro Press.

Priscillia, G. M. (2020). Pengaruh Brand Image dan Brand Trust Terhadap Keputusan Pembelian Konsumen di PT. XYZ. Jurnal Manajemen Bisnis Dan Kewirausahaan, 4(4).

Sartien Kabanga, M., & Sanam, Y. (n.d.). Pengaruh Kualitas Makanan Dan Citra Merek Terhadap Keputusan Pembelian (Studi Pada Restoran Suka Ramai Kupang). Jurnal Pendidikan Ilmu Pengetahuan Sosial (JPIPS), Desember, 2022(14), 273–280. http://e-journal.upr.ac.id/index.php/JP-IPS

Sugiyono. (n.d.). Metode Penelitian Kuantitatif, Kualitatif, dan R&D.

Tamadesha, A. (2018). PENGARUH CUSTOMER EXPERIENCE DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY STARBUCKS BANDUNG. Journal of Accounting and Business Studies, 3(1), 18. www.topbrand-award.com

Widjieanto, G. F. (2020). ANALISA PENGARUH USER EXPERIENCETERHADAP CUSTOMER LOYALTYDENGAN TRUSTSEBAGAI VARIABEL INTERVENING PADA APLIKASI DIGITAL PAYMENT DANA. Jurnal Strategi Pemasaran, 7(1).

Wongso, D. A. (2020). ANALISA USER EXPERIENCETERHADAP CUSTOMER LOYALTYDENGAN TRUSTSEBAGAI VARIABEL INTERVENINGPADA APLIKASI OVO DIGITAL PAYMENT. Jurnal Strategi Pemasaran, 7(1).

Xendit. (2022). E-wallet Payment Usage and Trends in Indonesia. https://www.xendit.co/en-id/blog/e-wallet-payments-usage-and-trends-in-indonesia/

Downloads

Published

2024-10-31

How to Cite

Annisawati, A. A., Rezi, M. A., & Triputranto, B. . (2024). Keputusan Penggunaan Aplikasi Fintech PosPay : Brand Image dan Customer Experience di kota Bandung. Coopetition : Jurnal Ilmiah Manajemen, 15(3), 649–658. https://doi.org/10.32670/coopetition.v15i3.4462