ANALYSIS OF SALES PROMOTION IMPACT ON CUSTOMER LOYALTY AMONG DANA E-WALLET USERS AT UNIVERSITAS NEGERI MAKASSAR

Lely Novia; Quena Rahmawati Dahayu; Indrawaty Asfah

doi:10.53491/papua.v3i1.1901

Penulis

Lely Novia Universitas Negeri Makassar
Quena Rahmawati Dahayu
Indrawaty Asfah

DOI:

https://doi.org/10.53491/papua.v3i1.1901

Kata Kunci:

Customer Loyalty, E-Wallet DANA, Sales Promotion

Abstrak

This study aims to examine the effect of sales promotions on customer loyalty among DANA e-wallet users who are students at Makassar State University. This study uses a descriptive quantitative approach. Data were collected through questionnaires from 187 students who actively use the DANA e-wallet. The sales promotion variable was measured based on the level of promotion, discounts, and gifts offered by DANA, while customer loyalty was measured through satisfaction and repurchase intention. Data were analyzed using SPSS version 22 with multiple linear regression to determine the relationship between sales promotion and customer loyalty. The results show a significant influence between sales promotions and customer loyalty (significance value < 0.05). This indicates that the more effective DANA's promotional strategies are, the higher the loyalty level of student users. These findings emphasize the importance of well-designed promotional strategies to increase customer loyalty in the e-wallet ecosystem, especially among students as potential users. This research provides practical insights for e-wallet providers to develop more customer-oriented and impactful promotional programs. In conclusion, sales promotions have a significant effect on the loyalty of DANA e-wallet users in the student community at Makassar State University.

Unduhan

Data unduhan belum tersedia.

Referensi

Atkinson A. A., Kaplan, R. S., Matsumura, E. M., & Young, S. M. (2012). Management Accounting Information for Decision Making and Strategy Execution. Pearson.

Chen, Y., Liu, Q., & Zhang, R. (2021). The impact of promotional incentives on consumer engagement and retention in the e wallet ecosystem. Journal of Marketing Studies, 35(4), 123 135.

DANA. https://www.DANA.id/. Accessed on 27 November 2023.

Dospinescu O. (2012). E-Wallet. A New Technical Approach. Acta Universitas Danibus Vol.8 No.5, 84-94.

Fihartini, Y. (2012). Pengaruh Kepercayaan dan Kualitas Layanan Terhadap Loyalitas Nasabah Asuransi di Bandar Lampung. Proceeding OJK Harapan Baru Sistem Keuangan Indonesia. 244-250.

Kotler, P. Keller, K L. (2016). Marketing Management (15ed.). England: Pearson Education Limited.

Kusnawan, A., Silaswara D., Andy & Sefung, T. (2019). Pengaruh Diskon Pada Aplikasi E-Wallet terhadap Pertumbuhan Minat Pembelian Impulsif Konsumen Milenial di wilayah Tangerang. Jurnal Sains Manajemen Vol. 5.

Kusumaningrum, T. M. & Achir, A. Y., (2021). Pengaruh Penggunaan Debit Card, Credit Card, E-Money, dan E-wallet Terhadap Pengeluaran Konsumsi Mahasiswa. Jurnal Manajemen, 13(3), 554–568.

Mulyana, A., & Wijaya, H. (2018). E-Payment System Design in E wallet Using Android-Based on QR Codes. Jurnal Sistem Komputer Vol.7 No.2, 63-69.

Putri, Rami Syah & Safri, Indra. (2015). Pengaruh Promosi Penjualan Dalam Meningkatkan Penjualan Mobil Mitsubishi Pada PT.Pekan Perkasa Berlian Motor Pekanbaru. Jurnal Valuta Vol 1 No.2, 298-321.

Qin Z., Yi, H., Shundong, L., Jinchun, D., Lixiang, Y., & Jun, Q. (2009). Payment Technologies for E-commerce. Introduction to E commerce, 115-134.

Ramadhani, Elsa Wulandari (2022). Analisis Pengaruh Sales Promotion Terhadap Loyalitas Pelanggan Pengguna E wallet. Yogyakarta: Fakultas Ekonomi dan Bisnis Universitas Gadjah Mada.

Reichheld, F.F., & Schefter, P. (2017). The Loyalty Effect: The Hidden Force Behind Growth, Profits and Lasting Value. Harvard Business Review Press.

Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J.L., & Polegato, R. (2019). Consumer Behaviour: Buying, Having, and Being. (13th ed.). Pearson. 5 DANA. https://www.DANA.id/. Accessed on 27 November 2023.