Fakhri, Muhammad Luthfi (2025) Pengaruh Kualitas Layanan dan Promosi Terhadap Loyalitas Pelanggan Penggunan Aplikasi E-Wallet Dana Sebagai Alat Pembayaran Elektronik (e-payment) (Studi pada Mahasiswa Administrasi Bisnis Upn “Veteran” Jawa Timur). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Everything in today's modern digital era is very dependent on technology, especially the internet. The Internet has revolutionized many aspects of life, including communication, social interactions, and people's shopping habits. With the rise of new technological advances, the efficiency, security, speed and convenience of using these tools as an alternative to cash have all increased dramatically. The use of electronic money, or E-money, has recently given rise to new payment innovations. This research aims to analyze the influence of service quality and promotions on customer loyalty of DANA e-wallet application users among Business Administration students at UPN "Veteran" East Java. This research uses quantitative methods with a multiple linear regression analysis approach with a population of Upn Jatim business administration students who use DANA. The research sample consists of 100 respondents taken using a purposive sampling technique. Data collection was carried out by distributing questionnaires in the form of a Google form. The research results show that partially, service quality and promotion have a significant effect on customer loyalty. Service quality which includes safety and convenience is the main factor in increasing customer loyalty. On the other hand, promotions such as cashback, discounts and loyalty programs provide incentives that strengthen the relationship between users and the app.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Muhammad Luthfi Fakhri | ||||||||
| Date Deposited: | 03 Jun 2025 03:24 | ||||||||
| Last Modified: | 03 Jun 2025 03:24 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37015 |
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