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All Journal Journal of Management and Innovation Entrepreneurship (JMIE) Growth: Journal Management and Business
Nonni Mariani Fomeni
Universitas Catur Insan Cendekia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

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PENGARUH PROMOSI DISKON DAN KEMUDAHAN TRANSAKSI TERHADAP KEPUASAN PELANGGAN PENGGUNA GOJEK PADA GENERASI Z DI KOTA CIREBON Nonni Mariani Fomeni; Feri Fauzi
Journal of Management and Innovation Entrepreneurship (JMIE) Vol. 3 No. 2 (2026): January
Publisher : Yayasan Nuraini Ibrahim Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70248/jmie.v3i2.3428

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh promosi diskon dan kemudahan transaksi terhadap kepuasan pelanggan pengguna aplikasi Gojek pada Generasi Z di Kota Cirebon. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik survei, di mana data dikumpulkan melalui kuesioner berskala Likert terhadap 100 responden Generasi Z pengguna aktif Gojek yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan regresi linear berganda dengan bantuan perangkat lunak SPSS, disertai uji validitas, reliabilitas, serta uji asumsi klasik. Hasil penelitian menunjukkan bahwa promosi diskon berpengaruh positif dan signifikan terhadap kepuasan pelanggan, demikian pula kemudahan transaksi yang terbukti memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan. Secara simultan, promosi diskon dan kemudahan transaksi berpengaruh signifikan terhadap kepuasan pelanggan pengguna Gojek Generasi Z di Kota Cirebon. Simpulan penelitian ini menunjukkan bahwa kombinasi antara strategi promosi yang menarik dan sistem transaksi yang mudah, cepat, serta aman merupakan faktor penting dalam meningkatkan kepuasan pelanggan, khususnya pada segmen Generasi Z yang memiliki karakteristik digital oriented dan mengutamakan efisiensi dalam bertransaksi.  
How Self-Control Mediates Fintech Ease of Use and Consumptive Lifestyle on Generation Z's Financial Behavior Nonni Mariani Fomeni; Sudadi Pranata; Oryz Agnu Dian Wulandari
Growth: Journal Management and Business Vol. 4 No. 01 (2026): June 2026
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/growth.v4i01.1615

Abstract

The development of financial technology (fintech) provides convenience for Generation Z in conducting financial activities; however, this convenience needs to be balanced with the ability to control financial behavior in order to prevent excessive consumption. This study aims to analyze the effect of fintech ease of use and consumptive lifestyle on the financial management behavior of Generation Z in Cirebon City, with self-control as a mediating variable. This study employed a quantitative approach using a survey method involving Generation Z fintech users in Cirebon City. Data were collected from 100 respondents and analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method through SmartPLS 4. The results show that fintech ease of use has a positive and significant effect on self-control and financial management behavior, while consumptive lifestyle has a negative and significant effect on self-control and financial management behavior. Furthermore, self-control has a positive and significant effect on financial management behavior and is able to partially mediate the relationship between the independent variables and financial management behavior. This study indicates that fintech use supported by strong self-control can help Generation Z develop better and more planned financial management behavior.
Co-Authors Feri Fauzi Pranata, Sudadi Wulandari, Oryz Agnu Dian