ANALISIS PENGARUH DAYA TARIK PROMOSI, PERSEPSI KEMUDAHAN, PERSEPSI KEMANFAATAN DAN HARGA TERHADAP MINAT BELI E-TOLL CARD BANK MANDIRI (Studi Kasus pada Pengguna Jalan Tol di Kota Semarang)

Abstract

Along with the rapid increase of motorists and highway users, e-toll card makes it easy for the public to pay for highway services. E-toll card is a new innovation product of electronic money, so there are many potential customers who do not know how to use, so that consumers still prefer to use to not use it. The study was conducted to determine how much consumers to buy the product e-toll card. This study aimed to analyze the effect of promoting attractiveness, perceived ease of use, perceived usefulness, and price as the independent variable interest in buying the e-toll card in the city of Semarang as the dependent variable. In this study, observer take 150 respondents that were taken by using a purposive sampling technique. Analysis using SPSS 16.0, including, reliability test, validity test, classic assumptions test, multiple regression analysis, hypothesis testing via the F and T test, and analysis of the coefficient of determination (R ²). From the analysis of the regression equation was obtained: Y = 0,220 X1 + 0,258 X2 + 0,279 X3 + 0,246 X4 Percieve Usefulness showed the greatest regression coefficient. Percieve Usefulness is the most important factor influencing the Buying Interest of consumers who buy e-toll card product. The second important factor is the Percieve of Ease of Use than Price and The Attractiveness Effect of Promotion as the third and factors that influence the Consumers Buying Interest. The coefficient of determination (adjusted R2) of 0,816 or 81,6 percent of the coefficient of determination means the model is good enough. The fourth independent variable in this study could explain 81,6 percent of the purchase decision variables. While the rest of 18.4 percent is explained by variables other than the four variables used in this study