PENGARUH DAYA TARIK PROMOSI, PENGETAHUAN PRODUK, PERSEPSI MANFAAT DAN KESESUAIAN HARGA TERHADAP MINAT MENGGUNAKAN KARTU FLAZZ BCA DALAM MENGGERAKAN FINANCIAL INCLUSION DI SURABAYA
Daftar Isi:
- Flazz BCA card is a new innovative product of electronic money. This study was conducted to investigate the itention of Flazz BCA card users. The purpose of this study is to examine the effects of independent variable such as the effect of promoting attractiveness, product knowledge, perceived usefulness, and price on intention use of Flazz BCA card in Surabaya as the dependent variable. In this study, observer take 100 respondents that were taken by using a Non probabilty sampling technique. Analysis using SPSS 16.0, reliability test, validity test, linear regression analysis, and hypothesis testing via the F and T test. The effect of promoting attractiveness is the most important factor influencing the Using Interest of consumers who use Flazz BCA card product, it has regression coefficient 0,434. Product knowledge has small impact because it has the smallest value of the regression coefficient 0,196. Meanwhile Perceived of usefulness has the smallest value of the regression coefficient 0,161. And price on intention use knowledge has the smallest impact because it has the smallest value of the regression coefficient -0,093. The coefficient of determination (adjusted R square) of independent variables in this study were able to explain 15,6% of intention to use multifunction card Flazz BCA as a means of payment . While the remaining 84,4% is explained by other variables which is not included in this study Keywords: The attractiveness effect of promotion, product knowledge, perceived usefulness, suitability price, intention use.