Terpaan iklan dan persepsi kemudahan terhadap sikap mahasiswa serta keputusan penggunaan gopay = The effect of advertising exposure and perceived ease of use on student attitudes and decisions to use gopay

Liyanto, Claudia (2021) Terpaan iklan dan persepsi kemudahan terhadap sikap mahasiswa serta keputusan penggunaan gopay = The effect of advertising exposure and perceived ease of use on student attitudes and decisions to use gopay. Masters thesis, Universitas Pelita Harapan.

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Abstract

Technological developments have grown rapidly, along with the presence of the internet and advanced technological advances, even with the presence of smartphones as a communication tool, which has many features and becomes an important part of people's lives. Advertising does not only exist in mass communication media, social media can also advertise messages or information, especially Instagram media is dominated by millennials and students. Gopay uses Instagram to advertise their products or services. It is proven that gopay on the gojek application is the most popular digital wallet, especially during a pandemic as a substitute for physical money for digital payments for transactions. This encourages researchers to determine the effect of exposure to gopay advertisements and perceptions of convenience on attitudes and decisions to use gopay in Budhi Dharma University Tangerang students. This study uses a quantitative approach with a correlational survey method. The theory used is Stimulus Organism Response Theory dan Tecnology Acceptance Model. The population in this study were students of Budhi Dharma University Tangerang class 2017-2020. Data collection techniques are questionnaires to 110 respondents. Data processing using SPSS version 24. The result is that the variable exposure to gopay ads (X1) & perception (X2) of convenience have an influence on attitudes(Y) and decisions to use gopay (Z). / Perkembangan teknolgi telah berkembang pesat, seiring dengan kehadiran internet dan kemajuan teknologi yang mutahir, bahkan dengan hadirnya smarphone sebagai alat komunikasi memiliki banyak fitur dan menjadi bagian penting dalam kehidupan masyarakat. Iklan tidak hanya ada pada media komunikasi masa, media sosial juga dapat mengiklankan pesan atau informasi, terutama media instagram didominasi oleh kalangan milenial dan mahasiswa. Gopay memanfaatkaan instagram untuk mengiklankan produk atau layanan mereka. Dibuktikan bahwa gopay pada aplikasi gojek menjadi dompet digital yang paling banyak diminati terutama saat kondisi pandemi sebagai pengganti uang fisik ke digital payment untuk bertransaksi. Hal ini mendorong peneliti untuk mengetahui pengaruh terpaan iklan gopay dan persepsi kemudahan terhadap sikap serta dampaknya pada keputusan penggunaan gopay kalangan mahasiwa Universitas Budhi Dharma Tangerang. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey korelasional. Teori yang digunakan yaitu Stimulus Organism Response Theory dan Tecnology Acceptance Model. Populasi dalam penelitian ini adalah mahasiswa Universitas Budhi Dharma Tangerang angkatan 2017-2020. Teknik pengumpulan data yaitu kuesioner kepada 110 responden. Pengolahan data menggunakan SPSS versi 24. Hasilnya variabel terpaan iklan (X1) dan persepsi kemudahan (X2) mempunyai pengaruh terhadap sikap (Y) serta dampaknya pada keputusan penggunaan gopay (Z)

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