Pengaruh Promosi Cashback pada OVO dan Go-Pay Terhadap Perilaku Konsumen Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Padjadjaran

Risya Nurrohyani · Estro Dariatno Sihaloho

7 citations0/0 files storedEKONOMIKAWAN Jurnal Ilmu Ekonomi dan Studi Pembangunan

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Consumer Behavior and Marketing Influence FinTech, Crowdfunding, Digital Finance Financial Literacy and Behavior

Abstract

In recent years, users of financial technology (fintech) have increased significantly in Indonesia due to the use of applications that are easy and fast. The most widely used financial technology (fintech) in Indonesia is OVO and Go-Pay. OVO and Go-Pay are non-cash transaction applications. The ease of use and promotions by OVO and Go-Pay are attractive for consumers. One of the promotions that are often done is cashback. Cashback is a refund from product purchases or service payments using OVO and Go-Pay. This study aims to analyze the effect of OVO and Go-Pay cashback on student’s consumption behavior of Faculty of Economics and Business in Padjadjaran University. The independent variables used are income (X_1), total using of OVO and Go-Pay (X_2), and cashback (X_3). This study used a sample of 83 students from the Faculty of Economics and Business, Padjadjaran University. The results of this study indicate income and use of OVO and Go-Pay have a positive and significant effect on student spending, while the cashback has a negative and significant effect on student spending.

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1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2019PERKEMBANGAN DAN DAMPAK FINANCIAL TECHNOLOGY (FINTECH) TERHADAP INDUSTRI KEUANGAN SYARIAH DI JAWA TENGAH 2018Persepsi Masyarakat Kota Medan Terhadap Penggunaan Financial Technology 2017PENGARUH TINGKAT PENDAPATAN DAN PENGETAHUAN EKONOMI TERHADAP TINGKAT KONSUMSI MAHASISWA PROGRAM PASCASARJANA UNIVERSITAS NEGERI SURABAYA 2016Pengaruh Status Sosial Ekonomi Orang Tua, Literasi Ekonomi dan Life Style Terhadap Perilaku Konsumsi Mahasiswa Jurusan Pendidikan Ekonomi IKIP PGRI Bojonegoro 2017Financial Technology (fintech) a New Transaction in Future 2019EDUKASI FINTECH BAGI MASYARAKAT DESA BOJONG SEMPU BOGOR 2016ANALISIS PERILAKU KONSUMSI MAHASISWA DITINJAU DARI MOTIF BERTRANSAKSI (STUDI KASUS PADA MAHASISWI S1 PENDIDIKAN EKONOMI FAKULTAS EKONOMI UNIVERSITAS NEGERI MALANG ANGKATAN TAHUN 2012)

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2023Effect of Electronic Money Transactions on Customer Satisfaction According to Sharia Economy (Case Study at STAI La Tansa Mashiro)2023Keputusan Pengguna Gopay dari Aspek E-Service Quality, Promosi dan Harga 2022Meningkatkan Niat Menggunakan Dompet Digital pada Generasi Z dan Milenial dengan Cashback promotion sebagai Mediator

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