PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PENGGUNAAN FITUR SEABANK BAYAR INSTAN MELALUI PROMOSI PADA PENGGUNA SHOPEE DI TASIKMALAYA

Siti Alifah Nur Jamil, - and Nandang, - and Ismail Yusuf, - (2025) PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PENGGUNAAN FITUR SEABANK BAYAR INSTAN MELALUI PROMOSI PADA PENGGUNA SHOPEE DI TASIKMALAYA. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Kemajuan teknologi perbankan digital di Indonesia mendorong munculnya berbagai inovasi, salah satunya SeaBank yang bekerja sama dengan Shopee menghadirkan fitur Bayar Instan untuk mempermudah transaksi. Namun, adopsi fitur ini masih rendah sehingga perlu diteliti faktor-faktor yang memengaruhi keputusan penggunaan. Penelitian ini bertujuan mengkaji pengaruh kualitas produk terhadap keputusan penggunaan melalui promosi pada pengguna Shopee di Tasikmalaya. Metode penelitian menggunakan pendekatan kuantitatif deskriptif dengan kuesioner kepada 384 responden, data dianalisis menggunakan SmartPLS melalui uji outer model, inner model, dan hipotesis. Hasil penelitian menunjukkan kualitas produk berpengaruh positif dan signifikan terhadap promosi dan keputusan penggunaan, begitu pula promosi berpengaruh positif dan signifikan terhadap keputusan penggunaan. Selain itu, promosi memediasi pengaruh kualitas produk terhadap keputusan penggunaan secara signifikan. Kualitas produk yang dipersepsikan melalui promosi mampu meningkatkan preferensi, keputusan penggunaan, dan potensi loyalitas pengguna. Advances in digital banking technology in Indonesia have led to various innovations, one of which is SeaBank, which has collaborated with Shopee to introduce an Instant Pay feature to facilitate transactions. However, adoption of this feature is still low, so it is necessary to examine the factors that influence the decision to use it. This study aims to examine the influence of product quality on usage decisions through promotions among Shopee users in Tasikmalaya. The research method uses a descriptive quantitative approach with a questionnaire administered to 384 respondents. The data was analyzed using SmartPLS through outer model, inner model, and hypothesis tests. The results show that product quality has a positive and significant effect on promotion and usage decisions, and promotion also has a positive and significant effect on usage decisions. In addition, promotion significantly mediates the effect of product quality on usage decisions. Product quality perceived through promotion can increase user preference, usage decisions, and potential loyalty.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=list_works&hl=en&user=NwS0NdgAAAAJ ID SINTA Dosen Pembimbing: Nandang: 6810537 Ismail Yusup: 6146933
Uncontrolled Keywords:	Keputusan Penggunaan, Produk, Promosi Products, Promotions, Usage Decisions
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Kewirusahaan
Depositing User:	Siti Alifah Nur Jamil
Date Deposited:	18 Sep 2025 07:35
Last Modified:	18 Sep 2025 07:35
URI:	http://repository.upi.edu/id/eprint/139636

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