PENGARUH GAYA HIDUP DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN APLIKASI E-WALLET “OVO” DI MADIUN

jati, mega anindya (2025) PENGARUH GAYA HIDUP DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN APLIKASI E-WALLET “OVO” DI MADIUN. S1 thesis, Universitas PGRI Madiun.

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Abstract

Mega Anindya Jati. 2025. The Influence of Lifestyle and Electronic Word of Mouth On Consumer Decisions to Use the OVO E-Wallet Application in Madiun. Thesis. Management Study Program, Faculty of Economics and Business, Universitas PGRI Madiun. Advisors (I) Dr. Apriyanti, S.M., M.M. (II) Metikasmike, S.M., M.M. The development of technology and financial digitalization has changed people's transaction patterns, including the increasing use of e-wallet applications such as OVO. This study aims to analyze the influence of lifestyle and electronic word of mouth (E-WOM) on consumer decisions in using the OVO application in Madiun City. This study uses a quantitative approach with a survey method. The research sample consisted of 346 respondents who were OVO users in Madiun City. The data collection technique was carried out through a questionnaire, while data analysis used the multiple linear regression method with the help of statistical software. The results of the study showed that lifestyle had a positive and significant effect on the decision to use OVO. The higher a person's digital lifestyle, the more likely they are to use OVO as a means of payment. In addition, E-WOM also has a significant influence on user decisions. Recommendations and positive reviews from other users increase the trust and interest of potential users to use this application. Based on these findings, companies can improve digital community-based marketing strategies and strengthen reward systems and loyalty programs to retain users. Keywords: lifestyle, electronic word of mouth, consumer decisions, e-wallet, OVO.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	gaya hidup, electronic word of mouth, keputusan konsumen, e-wallet, OVO.
Subjects:	A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	JATI ANINDYA MEGA
Date Deposited:	03 Jun 2025 02:33
Last Modified:	03 Jun 2025 02:33
URI:	http://eprint.unipma.ac.id/id/eprint/3099

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