Pengaruh Kepercayaan, Fitur Layanan, dan Daya Tarik Iklan terhadap Minat Konsumen Menggunakan Pembayaran Elektronik Melalui Aplikasi Link Aja di Kota Lamongan. (The Influence of Trust, Service Features, and Advertising Attractiveness on Consumer Interest in Using Electronic Payments Through the Link Aja Application in Lamongan City)

Masda, Nur Aindah (2022) Pengaruh Kepercayaan, Fitur Layanan, dan Daya Tarik Iklan terhadap Minat Konsumen Menggunakan Pembayaran Elektronik Melalui Aplikasi Link Aja di Kota Lamongan. (The Influence of Trust, Service Features, and Advertising Attractiveness on Consumer Interest in Using Electronic Payments Through the Link Aja Application in Lamongan City). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Every company that does a business must have an orientation to make a profit. Profits can be obtained if people have an interest in using the services offered by the company, then only then make actual purchases. This study aims to determine the effect of trust, service features and attractiveness of advertisements on interest in using electronic payments through the Link Aja application. Link Aja is Indonesia's national electronic wallet that combines the strength of the ecosystem of state-owned companies. In this study, the method used is quantitative because the data to be processed is ratio data and the focus of this research is to determine the magnitude of the influence between the variables studied. The sampling technique used is the purposive sampling technique, the data analysis technique used is the multiple linear regression analysis technique. The results of this study indicate that there is a positive and significant effect on the variables of Trust (X1), Service Features (X2), and Advertising Attractiveness (X3) on Consumer Interest (Y) Using Electronic Payments Through the Link Aja Application in Lamongan City. In addition, the coefficient of determination (Rsquare) is 0.687 or 68.7%, which means the contribution to the independent variable and the remaining 31.3% is influenced by other variables not examined by the researcher. Keywords: Trust, Service Features, Advertising Attractiveness

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