Open AccessStrategi Marketing dalam Usaha Meningkatkan Volume Transaksi Pelanggan dengan Menggunakan Mobile Fintech Application OVO
Author(s) -
Lusiana Dianingsih
Publication year - 2020
Publication title -
jurnal manajemen bisnis dan kewirausahaan
Language(s) - English
Resource type - Journals
ISSN - 2598-0289
DOI - 10.24912/jmbk.v4i2.7509
Subject(s) - promotion (chess) , business , database transaction , product (mathematics) , business administration , marketing , mathematics , computer science , database , geometry , politics , political science , law
This research aims to analyze the impact of product, price/cashback, promotion, and place to increase transaction volume. This research is quantitative by distributing questioner to 100 respondents who are using OVO application. Multiple linier regression is using by using t-test and f-test. The result of this research show that product, price/cashback, promotion, and place have a significant effect to purchase decision, with probability <0,05. Variable that have the greatest influence (dominant) of purchase intention is product.