THE INFLUENCE OF PROMOTION, EASE OF USE AND PRODUCT QUALITY ON STUDENTS DECISION IN USING THE LIVIN’ BY MANDIRI APPLICATION

Abstract

This study aims to examine both partially and simultaneously the influence of marketing management aspects, which consist of promotion, ease of use, and product quality, on usage decisions. The type of research used is associative quantitative research. The population in this study consists of active students at Universitas Merdeka Madiun who own and use the Livin’ by Mandiri application, totaling 1,270 students. The sampling technique employed is purposive sampling, with data collected through the distribution of questionnaires, resulting in 100 respondents. Secondary data were obtained from the Academic Administration Bureau, internet sources, and journals. Data analysis was conducted using multiple linear regression analysis, the coefficient of determination test (R²), and hypothesis testing using IBM SPSS Statistics 25. The findings based on the hypothesis testing indicate that promotion partially influences usage decisions, ease of use partially influences usage decisions, and product quality partially influences usage decisions. Furthermore, the variables of promotion, ease of use, and product quality simultaneously influence usage decisions.