PENGARUH PROMOSI DAN POTONGAN HARGA BERBASIS PEMBAYARAN DIGITAL TERHADAP KEPUTUSAN PENGGUNAAN DIGITAL PAYMENT GATEWAY (Studi Pada Masyarakat Bandar Lampung) - Nurhabibah, Desi; Aprilia, Rindy (MEDIA MANAJEMEN JASA, 2024)
ABSTRAKTujuan penelitian ini untuk mengetahui promosi dan potongan harga terhadap keputusan penggunaan Digital Payment Gateway menurut perspektif ekonomi Islam. Penelitian ini menggunakan metode kuantitatif, menggunakan penelitian lapangan (fieldresearch) yaitu dengan mencari sumber-sumber data secara langsung dengan menyebarkan kuisioner kepada masyarakat yang ada di Bandar Lampung. Adapun populasi dalam penelitan ini adalah masyarakat Bandar Lampung pengguna digital payment gateway. Sampel yang digunakan adalah probablity sampling, dengan menggunakan teknik simple random sampling. Jumlah sampel sebanyak 100 responden yang didapat melalui perhitungan rumus lemeshow. Metode analisis data yang digunakan yaitu analisis regresi linear berganda dengan menggunakan bantuan perangkat lunak SPSS (Statistical Product and Service Solution). Hasil penelitian ini ialah promosi berpengaruh secara signifikan terhadap keputusan penggunaan digital payment gateway. Potongan harga berpengaruh secara signifikan terhadap keputusan penggunaan digital payment gateway. Selanjutnya Promosi dan potongan harga secara simultan berpengaruh terhadap keputusan penggunaan digital payment gateway.Dalam perspektif ekonomi Islam, promosi dan potongan harga terhadap keputusan penggunaan digital payment gateway masyarakat Kota Bandar Lampung sudah mematuhi prinsip-prinsip syariah yaitu ukhuwah (persaudaraan), adl (keadilan), maslahah (kemaslahatan), tawazun (keseimbangan), dan syumuliyah (universal). Selain itu, Nabi Muhammad SAW juga memperbolehkan adanya promosi dan potongan harga, dikarenakan transaksi dilakukan berdasarkan kemanfaatan semua pihak yang dilakukan secara tolong menolong.Kata Kunci : Promosi, Potongan Harga, Keputusan Penggunaan, Digital Payment Gateway ABSTRACT            The aim of this research is to determine promotions and discounts on the decision to use a Digital Payment Gateway according to an Islamic economic perspective. This research uses quantitative methods, using field research, namely by searching for data sources directly by distributing questionnaires to the community in Bandar Lampung. The population in this research is the people of Bandar Lampung who use digital payment gateways. The sample used was probability sampling, using simple random sampling techniques. The total sample was 100 respondents obtained through the Lemeshow formula calculation. The data analysis method used is multiple linear regression analysis using SPSS (Statistical Product and Service Solution) software. The results of this research are that promotions have a significant influence on the decision to use a digital payment gateway. Price discounts have a significant influence on the decision to use a digital payment gateway. Furthermore, promotions and price discounts simultaneously influence the decision to use a digital payment gateway. From an Islamic economic perspective, promotions and discounts regarding the decision to use digital payment gateways for the people of Bandar Lampung City already comply with sharia principles, namely ukhuwah (brotherhood), adl (justice), maslahah (benefit), tawazun (balance), and syumuliyah (universal ). Apart from that, the Prophet Muhammad SAW also allowed promotions and discounts, because transactions were carried out based on the benefits of all parties carried out in a mutually helpful manner.Keywords: Promotions, Price Discounts, Digital Payment Gateway User Decisions