Do Purchase or Do no Purchase? Customer Purchasing Decisions

By Using OVO Application

DOI

10.2991/assehr.k.210615.075How to use a DOI?

Keywords

The Easiness of Using the OVO Application, Price Discount, Satisfaction, Purchase Decision

Abstract

High development in technology makes every company keeps making some efforts to improve the product or service that will be offered to the market. The pandemic Covid-19 causes some changes of people’s behavior especially in making purchasing decisions. The OVO application is one of the applications that is widely used by most consumers when their movements are limited. The main focus in this study is to analyze the direct and indirect effects of the easiness of using the application and price discount on purchasing decisions through customer satisfaction. The population in this study were 100 active students of STIE Mahkota Tricom Unggul. Collecting data was by using a questionnaire. The results show that the easiness of using the application and price discount directly affect customer satisfaction in using OVO. Furthermore, the easiness of using the application and price discount indirectly have a significant effect on purchasing decisions through customer satisfaction in using OVO application.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Nasib
AU  - Syaifullah
AU  - Aria Mulyapradana
AU  - Zakia Fadila
AU  - Wasiman
PY  - 2021
DA  - 2021/06/17
TI  - Do Purchase or Do no Purchase? Customer Purchasing Decisions
BT  - Proceedings of the 2nd Annual Conference on blended learning, educational technology and Innovation (ACBLETI 2020)
PB  - Atlantis Press
SP  - 386
EP  - 389
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210615.075
DO  - 10.2991/assehr.k.210615.075
ID  - 2021
ER  -