Pengaruh Social Media Marketing Dan Trust Terhadap Minat Menggunakan Gopay Di Jakarta
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Abstract
The purpose of this study is to empirically test whether social media marketing and consumer confidence have an influence on the interest in using Gopay in Jakarta. This research method is quantitative research, with cross sectional research design. The subjects in this study were active Gopay users who used Gopay in the last 1-3 months. Respondents collected in this study were 255 and only 244 were valid. The sample selection technique uses the convenience sampling method. This research instrument uses a questionnaire that was polled through Google Form. Each questionnaire statement contains indicator items consisting of social media marketing (8 items), consumer confidence (5 items), and buying interest (5 items). Statements are measured using the Likert Scale 1-4 where 1 (strongly disagree) and 4 (strongly agree).The results showed that there was a positive and significant influence in the relationship between social media marketing (X1) and consumer confidence (X2) on the interest in using Gopay (Y). Based on these results, it is hoped that Gopay will continue to develop marketing activities through social media and continue to maintain consumer trust.
Tujuan dari penelitian ini adalah untuk menguji secara empiris apakah pemasaran media sosial dan kepercayaan konsumen memiliki pengaruh terhadap minat menggunakan Gopay di Jakarta. Metode penelitian ini adalah penelitian kuantitatif, dengan desain penelitian cross sectional. Subjek dalam penelitian ini adalah pengguna Gopay aktif yang menggunakan Gopay dalam 1-3 bulan terakhir. Responden yang dikumpulkan dalam penelitian ini adalah 255 dan hanya 244 yang valid. Teknik pemilihan sampel menggunakan metode convenience sampling. Instrumen penelitian ini menggunakan kuesioner yang disurvei melalui Formulir Google. Setiap pernyataan kuesioner berisi item indikator yang terdiri dari pemasaran media sosial (8 item), kepercayaan konsumen (5 item), dan minat beli (5 item). Pernyataan diukur menggunakan Skala Likert 1-4 di mana 1 (sangat tidak setuju) dan 4 (sangat setuju) .Hasil menunjukkan bahwa ada pengaruh positif dan signifikan dalam hubungan antara pemasaran media sosial (X1) dan kepercayaan konsumen (X2) tentang minat menggunakan Gopay (Y). Berdasarkan hasil ini, diharapkan bahwa Gopay akan terus mengembangkan kegiatan pemasaran melalui media sosial dan terus mempertahankan kepercayaan konsumen.
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