The rapid development of the world of information and communication technology increases competition in the business world. Currently with technology digital server-based payment system offered by fintech, users can transact directly with their business partners. Only by making digital payment transactions via smartphone. The purpose of this study was to examine the effect of Brand Image and Sales Promotion on purchasing decisions using OVO applications at Royal Plaza Surabaya. This study uses quantitative methods and sampling techniques conducted through purposive sampling with 100 respondents. The results of this study indicate that 1) Brand Image has a positive and significant effect on purchasing decisions using OVO at Royal Plaza Surabaya; 2) Sales Promotion has a positive and significant influence on purchasing decisions using OVO at Royal Plaza Surabaya; 3) Brand Image and Sales Promotion simultaneously have a positive and significant influence on purchasing decisions using OVO at Royal Plaza Surabaya.Keywords: Brand Image, Sales Promotion, Purchasing Decisions
| Published by | Universitas 17 Agustus 1945 Surabaya |
| Journal Name | (JDAB) Jurnal Dinamika Administrasi Bisnis |
| Contact Phone | +6281331550744 |
| Contact Name | Rachmawati Novaria |
| Contact Email | novaria1945@gmail.com |
| Location | Kota surabaya, Jawa timur INDONESIA |
| Website | adbis| http://jurnal.untag-sby.ac.id/index.php/adbis| |
| ISSN | ISSN : 24431931, EISSN : 27221644, DOI : -, |
| Core Subject | Science, Social, |
| Meta Subject | Decision Sciences, Operations Research & Management , Social Sciences, |
| Meta Desc | Jurnal Dinamika Administrasi Bisnis is a peer-reviewed journal, published by Business Administration Department of Faculty of Social Science and Politics Universitas 17 Agustus 1945 Surabaya. Dinamika Administrasi Bisnis Journal is published twice a year (April and October). The Journal was first published in 2015. Dinamika Administrasi Bisnis Journal is a journal dedicated to publishing research dan conceptual article in areas of business administration major. Papers published by the journal aim to represent important advances of significance to specialist within each field. Dinamika Administrasi Bisnis Journal seeks to share knowledge between those who study business administration and those who practice it by publishing theoritical and empirical research. |
| Penulis | Kolifah, Siti , Maduwinarti, Ayun , Nasution, Uthe |
| Publisher Article | Universitas 17 Agustus 1945 Surabaya |
| Subtitle Article | Jurnal Dinamika Administrasi Bisnis Vol 6, No 1 (2020): Dinamika Administrasi Bisnis |
| Scholar Google | http://scholar.google.com/scholar?q=%2Bintitle%3A&… |
| View Article | http://jurnal.untag-sby.ac.id/… |
| DOI | |
| DOI Number | |
| Download Article [1] | http://jurnal.untag-sby.ac.id/index.php/… |
| Download Article [2] |
Informasi yang terkait dengan Pengaruh Brand Image dan Sales Promotion terhadap Keputusan Pembelian menggunakan Aplikasi OVO Di Royal Plaza Surabaya
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