PENGARUH PERSEPSI KEMUDAHAN PENGGUNAAN DAN PERSEPSI MANFAAT TERHADAP MINAT MENGGUNAKAN ULANG UANG ELEKTRONIK OVO DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING

Abstract

Abstract

            This research was conducted to determine the effect of perceived ease of use and perceived usefulness on the interest in reusing ovo electronic money with brand awareness as an intervening variable or mediated by brand awareness. In this research, explanatory research the type of research used is with a quantitative approach. The location of the study was conducted in the Malang city.

            The data used are primary data, where primary data is obtained from distributing questionnaires to respondents by google form with a total sample of 100 respondents who are users of OVO electronic money. The analysis method used in this study is divided into three, there is the instrument test, normality test and path analysis.

            The results of this study are that the perception of ease of use and perceived usefulness significantly influence the interest in reusing OVO electronic money that mediated by brand awareness. This shows that when someone has the perception that OVO electronic money is easy to use and has many benefits, there will be an awareness of the ovo brand, then followed by an interest in reusing.

Keywords : perceived ease of use, perceived usefulness, brand awareness, interest in reusing