Analisis Pengaruh Digital Sales Promotion Terhadap Minat Beli Pengguna Gopay
نویسندگان
چکیده
PT. Karya Anak Bangsa atau Gojek Indonesia menyediakan layanan dompet digital yang lebih dikenal Gopay berfungsi untuk melayani transaksi pengguna guna mempermudah masyarakat dalam melakukan transaksi. Tujuan dari penelitian ini yaitu mengetahui seberapa besar pengaruh sales promotion melalui social media terhadap minat beli dengan menyebarkan kuisioner kepada followers akun @gopayindonesia. Penelitian menggunakan metode SEM PLS bantuan aplikasi SmartPls beberapa tahapan pengujian outer model (validitas dan uji reliabilitas) inner digunakan hubungan antar konstruk dilanjutkan menentukan hipotesis analisis jalur path coefficient. Hasil didapatkan yaitu, berpengaruh secara langsung beli, marketing marketing.
 Kata Kunci : Sales Promotion, Social Media, Minat Beli, Dompet Digital
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ژورنال
عنوان ژورنال: Intecoms
سال: 2023
ISSN: ['2614-1574']
DOI: https://doi.org/10.31539/intecoms.v6i1.5588