PENGARUH DIRECT SELLING APLIKASI POSPAY TERHADAP PROSES KEPUTUSAN PEMBELIAN MENJADI PELANGGAN BARU DI KC KANTOR POS PONOROGO 63400

RIDHOWATI, MAULIDIA and Handayani, Senny and Diawati, Prety (2024) PENGARUH DIRECT SELLING APLIKASI POSPAY TERHADAP PROSES KEPUTUSAN PEMBELIAN MENJADI PELANGGAN BARU DI KC KANTOR POS PONOROGO 63400. ULBI. (Submitted)

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Abstract

Purchasing Decision is a process where consumers / customers evaluate various alternative choices, and choose one or more alternatives that are needed based on certain considerations. In this rapid development, the use of mobile applications provides convenience in financial transactions. PT Pos Indonesia launched the Pospay application which provides money investment (savings) and multibiller services. PT Pos promotes the pospay application through social media and direct selling. Direct selling is expected to increase new customers who use the pospay application. This research method is a quantitative approach with a survey method, where the research design is asosiative descriptive. The independent variable is Direct Selling (X) and the dependent variable is Purchase Decision (Y). The types of data used in this study are primary data and secondary data. The populationin the study amounted to 350 people, with a sample size of 187. The sampling techniqueused was non-probability with purposive sampling method. The data analysis technique uses descriptive analysis with SPSS. This can be shown from the results of the simultaneous coefficient test (F), the results of the coefficient of determination test obtained quite large results and had a significant effect. So the results of the research are that there is a positive and significant influence on the Direct Selling variable (X) on the Purchasing Decision Process (Y). Direct Selling is included in this category, which is high enough to influence the purchasing decision process of new customers at KC Post Office Ponorogo 63400, and the rest is influenced by other factors not examined in this research

Item Type:	Article
Subjects:	H Social Sciences > HG Finance
Depositing User:	Maulidia Lidia MaulidiaRidhowati
Date Deposited:	02 Aug 2024 08:50
Last Modified:	02 Aug 2024 08:50
URI:	http://eprint.ulbi.ac.id/id/eprint/2448

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