Research Paper
Year: 2022 | Month: August | Volume: 9 | Issue: 8 | Pages: 258-274
DOI: https://doi.org/10.52403/ijrr.20220823
The Effect of Promotion, Perceived Ease of Use, and Perceived Usefulness on Purchase Decisions of Bni Tapcash E-Toll Cards and the Intention to Purchase as an Intervening Variable (Case Study on MKTT Toll Road Users)
M. Faisal Ridho Lubis1, Endang Sulistya Rini1, Fadli1
1Master of Management Science Study ProgramFaculty of Economics and BusinessUniversitas Sumatera Utara
Corresponding Author: M. Faisal Ridho Lubis
ABSTRACT
The development of non-cash payment instruments is currently progressing at a fast rate in parallel with technological breakthroughs. This research intends to identify and analyze the influence of promotion, perceived convenience, and perceived usefulness on the purchase decisions of BNI Tapcash e-toll cards, with purchase intention serving as an intervening variable (a case study on MKTT toll road users). This study's analysis consists of descriptive analysis and path analysis. According to the results of this study, promotion has a significant positive impact on purchase intent. Perceived convenience has a somewhat positive impact that is not statistically significant. Perceived usefulness influences purchase intent to a positive and significant degree. Promotion has a somewhat positive but insignificant impact on purchase decisions. The influence of perceived convenience on purchase decisions is partial yet positive. The influence of perceived usefulness on purchase decisions is marginal and positive. Purchasing intent affects purchase decisions in a positive and significant manner. Perceived convenience has a positive and statistically significant influence on purchase decisions when purchase intention is an intervening variable. When purchasing intention is an intervening variable, perceived usefulness has a negative and insignificant influence on purchase decisions. Promotion has a positive and statistically significant impact on purchase decisions, with purchase intention serving as an intermediary variable in the purchase of BNI TapCash E-Toll Cards. Indirect contributions indicate that perceived convenience has a positive and insignificant effect on purchase decisions, where purchase intention as an intervening variable in purchasing is 39.4 percent. Perceived usefulness has a negative and insignificant effect, where purchase intention as an intervening variable in purchasing is -0.11 percent. Promotion has a positive and significant influence on purchase decisions, with purchase intention as the intervening variable for BNI TapCash E-Toll Cards at 54.7%.
Keywords: Promotion, Perceived convenience, Perceived usefulness, Purchase decision, Purchase intention.
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