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All Journal Jurnal Akuntansi Dan Manajemen
Tjandra Rahardja, Conny
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Economics, Econometrics & Finance

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KEMUDAHAN PENGGUNAAN SEBAGAI PENGGERAK UTAMA KEPUTUSAN TRANSAKSI GOPAY: EVALUASI PERAN PROMOSI DAN GENDER Tjandra Rahardja, Conny; Ditha Ardilla
Jurnal Akuntansi Dan Manajemen Vol 36 No 2 (2025): JAM Vol 36 No 2 Agustus 2025
Publisher : LPPM STIE YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53916/jam.v36i2.132

Abstract

This study investigates the influence of ease of use and promotional mix on transaction decisions using GoPay, as well as the moderating role of gender. Using purposive sampling, data were collected from 103 GoPay users through Google Forms and analyzed with Hayes' PROCESS macro in SPSS 24. The findings reveal that ease of use has a significant positive effect on transaction decisions, indicating that the more user-friendly the application is, the more likely users are to engage in transactions. In contrast, the promotional mix does not show a significant effect, which is likely due to GoPay usage becoming habitual, supported by a broad digital ecosystem and the platform’s strong reputation. The moderation test also indicates that gender does not influence the relationship between ease of use and transaction decisions. These results underscore the greater importance of functional aspects and usability in e-wallet applications over promotional efforts in shaping consumer decisions.
THE INFLUENCE OF SELF BRAND CONNECTION ON LOYALTY: BRAND EXPERIENCE AS A MEDIATOR Tjandra Rahardja, Conny; Karmila
Jurnal Akuntansi Dan Manajemen Vol 35 No 1 (2024): JAM Vol 35 No 1 April 2024
Publisher : LPPM STIE YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53916/jam.v35i1.133

Abstract

This study involved 145 respondents from the second wave pioneer coffee product, with an interest in seeking answers: does the second wave coffee product still have loyalists, even though it has been overshadowed by the massive and widespread third and fourth wave coffees in every area? The study employed two independent variables, namely Self Brand Connection (SC) and the mediating variable Brand Experience (BE). The researchers were interested in analyzing the direct and indirect effects of the independent variables on consumer loyalty through a case study on the second wave coffee pioneer company. In this study, the indirect effects were mediated by BE. Primary data were obtained by distributing questionnaires using the Likert scale. The research data were processed using SPSS22 to present descriptive statistical results, validity and reliability tests, classical assumption tests, regression tests, and Sobel tests to test mediation. The results showed that SC has a positive direct and indirect effect on loyalty. In this study, the indirect effect is categorized as partial mediation.
Co-Authors Ditha Ardilla Karmila