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PUBLISHED DATE: - 03-08-2024
https://doi.org/10.37547/tajiir/ NICSPEEP-2024-01-16
THE INFLUENCE OF PRODUCT PROMOTION ON THE
DECISION TO USE QRIS (QUICK RESPONSE CODE
INDONESIAN STANDARD) AT STARBUCKS MEDAN
CITY
Sarah Elicia Roitona Gultom
HKBP Nommensen University Medan, Indonesia
INTRODUCTION
In the current digital era, technology is developing
rapidly, including in the electronic payments
sector. One of the innovations that has emerged is
QRIS (Quick Response Code Indonesian Standard).
QRIS is an electronic payment system that uses QR
codes to facilitate financial transactions. reported
from databoks.katadata.co.id Bank Indonesia
noted that the Quick Response Code Indonesian
Standard (QRIS) users in Medan City were the most
users in North Sumatra. In September 2022, there
will be 412,312 merchants using QRIS for
transactions in Medan. Judging from the business
scale, the micro business sector dominates up to
65.8 percent or as many as 600,394 users. The
majority of QRIS users come from the MSME sector,
especially micro, at 65.8 percent. Starbucks is not a
micro, small and medium enterprise (MSME), but
Starbucks also uses QRIS. The use of QRIS is not
only limited to MSMEs, but can also be
implemented by large-scale businesses such as
Starbucks. QRIS provides various benefits,
including ease of recording transactions,
separation of personal funds and business funds,
and allows payments using QR codes, which
increases the convenience for customers in
carrying out transactions.
RESEARCH ARTICLE
Open Access
Abstract
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Starbucks is a coffee company and global coffee
shop chain originating from the United States. The
name "Starbucks" itself is taken from the name of a
character in the novel Moby-Dick, namely Starbuck,
which is the name of the ship's chief pilot in the
novel. The company was founded on March 30,
1971 in Seattle, Washington by Jerry Baldwin, Zev
Siegl, and Gordon Bowker. Initially, Starbucks was
only a store selling coffee beans and coffee
equipment for its first ten years in Seattle.
Starbucks in the city of Medan to increase
consumer interest in using QRIS is a promotion.
Product promotion is a marketing strategy that
aims to increase consumer awareness and interest
in a product or service. In this case, product
promotions can take the form of advertising
campaigns, discounts, or loyalty programs offered
by QRIS providers. According to the Big Indonesian
Dictionary (KBBI, 2008: 1105) Promotion is an
introduction in order to advance business, trade.
Promotion comes from the word promote in
English which means to develop or improve.
Starbucks in Medan City offers a promotion using
QRIS, where by paying using QRIS the buyer gets
the following promotion; Buy One Get One or
commonly known as BOGO can be claimed every
Tuesday, and the Weekend Treat promo - Buy Two
Get Three This promo can be claimed on Tuesdays,
where when a consumer purchases 1 drink the
consumer gets 1 other drink free with a drink note.
What you pay is a drink with a higher price. Apart
from that, there is also a Weekend Treat promo -
Buy Two Get Three. This promotion can be claimed
on Saturdays and Sundays where when consumers
buy 2 drinks, the consumer will get one free drink
with variants that can be chosen according to their
wishes. Through this promotion, we can increase
product sales at Starbucks in Medan City and to
find out about QRIS and its use as well as the
convenience and benefits obtained from using
QRIS itself, so that interest in using QRIS at
Starbucks in Medan City can increase. According to
Agustino et.al, (2021:401) Promotion is a
marketing strategy that helps to attract consumer
interest.
There are several reasons why people are
interested in using QRIS (Quick Response Code
Indonesian Standard) and several advantages:
1.
Ease of Use: QRIS enables fast and easy
cashless transactions. By simply pointing
your phone at the QR code, transactions can
be carried out immediately without the need
for cash or a physical card.
2.
Security: Using QRIS can increase security
because there is no need to carry cash which
is vulnerable to theft. Additionally, QRIS
transactions are often encrypted, reducing
the risk of fraud.
3.
Efficiency: QRIS helps increase the efficiency
of the payment process.
For both customers and merchants, QRIS
transactions make it possible to carry out without
having to wait for change calculations or credit
card verification.
1.
Affordability: QRIS does not require massive
investment to implement. Both large and
small traders can easily adopt QRIS
technology at an affordable cost.
2.
Transaction Tracking: QRIS allows easier
transaction tracking. This helps customers in
monitoring their expenses and merchants to
track their sales better.
3.
Flexibility: QRIS can be used in various
places and by various types of businesses,
from small stalls to large restaurants, retail
stores and even transportation services. This
makes it a flexible and affordable payment
solution for a variety of needs.
With these various advantages, it is not surprising
that QRIS is increasingly popular among the public
and businesses.
Based on the description of the explanation above,
the aim of the researcher to observe this problem
is because the researcher wants to find out and
explore further regarding the level of influence of
product promotion on the decision to use QRIS
which is one of the features in financial transaction
activities by taking the title "The Influence of
Product Promotion on Decisions to Use QRIS
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(Quick Response Code Indonesian Standard) at
Starbucks in Medan City. With the above
phenomenon, researchers conducted observations
at 5 Starbucks outlets in Medan City, namely;
Starbucks Reserve Deli Park, Starbucks Multatuli,
Starbucks Iskandar Muda, Starbucks Cambridge
City Square, and Starbucks Sun Plaza Medan.
METHODS
According to H Djaali (2020: 1) Research is defined
as a series of activities that are planned and
systematic, and carried out in certain ways in
studying, studying or investigating a problem to
obtain an answer or solution, to obtain theoretical
knowledge that can enrich the treasures of science.
, or can also be used to solve the problem being
faced. This research uses a quantitative research
design. According to H Djaali (2020: 3) Quantitative
research is research that is inferential in nature in
the sense of drawing conclusions based on the
results of statistical hypothesis testing, using
empirical data resulting from data collection
through measurement.
This research consists of two variables, namely
Promotion (X), Decision to use (Y) while the
research object is Starbucks in the city of Medan.
And the pattern used in this research is the pattern
of influence between variables.
Time and Place of Research
This research begins in March 2024 until August
2024. The location of this research is in 5 Starbucks
outlets in Medan City, namely; Starbucks Reserve
Deli Park, Starbucks Multatuli, Starbucks Iskandar
Muda, Starbucks Cambridge City Square, and
Starbucks Sun Plaza Medan.
Population, Sample, and Sampling Techniques
Research Population
According to Nalom Siagian (2021: 53) population
is a collection of many research samples. So the
population of this research is consumers who have
purchased Starbucks products in Medan City,
namely; Starbucks Reserve Deli Park, Starbucks
Multatuli, Starbucks Iskandar Muda, Starbucks
Cambridge City Square, and Starbucks Sun Plaza
Medan.
Research Sample
According to Nalom Siagian (2021: 54), the sample
is a direct reflection of the population, where the
portrait of reality that will be recorded is
completely in the sample. A framework is needed
so that in their work, researchers have definite
direction and goals. In determining the sample, this
study used the Lameshow (1997) formula because
the population of Starbucks QRIS users in the city
of Medan is unknown. To be clearer, here is the
sample determination using the Lemeshow (1997)
formula, namely:
Information:
N= Number of Samples
Z= Standard Value (1.96)
p= Maximum Estimate (50%=0.5)
d= Alpha or Sampling Error (10%=0.10)
So by using the Lemeshow formula, the sample size
can be calculated as follows:
n = 96.4 rounded to 100
So the minimum sample required for this research
was 100 respondents for 5 Starbucks outlets in
Medan City, namely;
Starbucks Reserve Deli Park, Starbucks Multatuli,
Starbucks Iskandar Muda, Starbucks Cambridge
City Square, and Starbucks Sun Plaza Medan.
The following is a sample distribution table needed
for research at 5 Starbucks outlets in Medan City.
Each outlet will have an equally divided number of
respondents, namely 20 respondents per outlet, to
reach a total of 100 respondents.
Table 1
Sample Distribution
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No Name Outlet Sturbucks
Amount
Respondent
1. Starbucks Reserve Deli Park 20
2. Starbucks Multatuli
20
3. Starbucks Iskandar Young
20
4. Starbucks Cambridge City
Square
20
5. Starbucks Sun Plaza Medan 20
Sampling Techniques
According to Nalom Siagian (2021: 56), the
probability sampling technique is that the sample
selection
involves
probability,
with
the
selectability of the sampling unit being known. The
probability sampling technique used is purposive
sampling, namely a technique for determining the
sample by making certain considerations. The
criteria in this research are consumers who have
purchased Starbucks products in the city of Medan.
DATA SOURCE
The data source used in this research is primary
data.
According to Nalom Siagian (2021: 19) primary
data is data collected, processed and analyzed by
the researcher/observer directly from the object.
Data collection
The data collection method used by the author in
this research is by using a questionnaire data
collection technique. According to Nalom Siagian
(2021:21), a questionnaire is a data collection
technique that is carried out by giving a set of
questions or written statements to respondents to
answer. Respondent data was collected directly or
from distributing online questionnaires using
Google Form.
Simple Linear Data Analysis Model
A Simple Linear Analysis Model is a statistical
technique used to understand the relationship
between an independent variable (usually referred
to as a predictor variable or explanatory variable)
and a dependent variable (usually referred to as a
response variable). The purpose of a simple linear
analysis model is to describe the linear relationship
between independent and dependent variables.
The Simple Linear Analysis Model used is as
follows:
Information:
Y
: Decision to use QRIS
X
: QRIS Promotion
a
:intercept
b
: slope
e
: (Error/Residual)
Measurement Scale
The measurement scale used is a 5 point Likert
scale. According to Nalom Siagian (2021:45) the
Likert scale is a scaling used to measure attitudes,
opinions, opinions or perceptions of a
person/group of people who are appointed as
research respondents, regarding social events or
phenomena to be studied. By using a 5 point Likert
Scale, it is able to accommodate respondents'
answers that are neutral or unsure. The scoring is
based on the provisions, namely:
Table 2
Likert Scale Instrument
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Statement
Score
Very agree (SS)
5
Agree (S)
4
Neutral (N)
3
No Agree (TS)
2
Very No Agree (STS)
1
Operational Definition and Variable Measurement
An operational definition of a variable is a definition given to a variable with the aim of giving meaning to
an activity or justifying an operation needed to measure that variable. Variables and their operational
definitions can be explained in the following table:
Table 3
Operational definition
Variab
le
Definition
Indicator
Scale
Promo
tion
Promotion as
something
method
For
introduce
product or
For more show
success
something
product, be it
price
promotions
nor non price
also
very
support
decision
purchases
made
by
consumer.
When
a
consumer
faced
on
choice
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decision
purchase For a
product with
prices
and
quality
Which
The
same.
Naturally
product
existence
Which
give
there
is
something
promotion
more chosen
by consumer
Decisi
on Use
Decision
use is interest
buy
1. Priority
use,
where
is
someone
Likert
Data Quality Test
Validity test
A measurement scale can be said to be valid if the
scale can be used to measure everything that can be
measured. Validity tests are used to test questions
or statements on a questionnaire, and the results of
the questionnaire are able to reveal something that
is measured by the questionnaire. The method that
will be used to carry out the validity test is to
correlate the score of the statement or question
item with the total score of the variable. To find out
whether the score for each question item is valid or
not, the criteria for a significant value ≥ 0.05 are set
and look at the calculated r value ≥ r table.
Reliability Test
Reliability is a tool for measuring a questionnaire
which is an indicator of a variable. A questionnaire
is said to be reliable or reliable if a person's
answers to questions are consistent or stable over
time. Measuring between answers and questions
can be done with the condition that the Cronbach's
Alpha value is ≥ 0.60.
Hypothesis testing
Partial Test (t-test)
This test was carried out to determine the influence
of a promotional variable X on the decision to use
(Y). This method can be seen below:
Decision making by comparing each tcount value
between the independent variables and ttable is as
follows:
a.
If tcount ≥ ttable then H0 is rejected and H1
is accepted, meaning that variable X has a
significant effect on variable Y.
b.
If tcount < ttable then H0 is accepted and H1
is rejected, meaning that variable X has no
significant effect on variable Y.
Decision making using significant probability
numbers is as follows:
a.
If the significant probability is <0.05 then H0
is accepted and H1 is rejected
b.
If the significant probabili
ty is ≥ 0.05 then H0
is rejected and H1 is accepted.
In determining the hypothesis used in this research
as follows:
1.
Promotion (X)
a.
H0 = Partially there is no significant
influence between the independent variable,
namely Promotion (X1) on the dependent variable,
namely user decision (Y)
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b.
H1 = Partially there is a significant influence
between the independent variable, namely
Promotion (X) and the dependent variable user
decision (Y).
If tcount ≥ ttable then H0 is rejected and H1 is
accepted, meaning that Promotion (X) has a
significant effect on user decisions. If tcount <
ttable then H0 is accepted and H1 is rejected,
meaning that promotion (X) has a significant effect
on user decisions (Y).
Coefficient of Determination (R2)
The determination test is carried out with the aim
of measuring the suitability of the model, namely
by how much diversity in the dependent variable
can be explained by the independent variables. If
R2 gets closer to one then the independent variable
has a big influence on the dependent variable. On
the other hand, if R2 is close to zero then the
independent variable has little influence on the
dependent variable. To make data processing
easier, the above tests were carried out using the
SPSS 22 data processing program.
CONCLUSION
Based on the results of research that has been
conducted regarding the influence of promotions
on decisions to use QRIS, the following conclusions
can be drawn:
The research results show that promotions do not
have a significant influence on the decision to use
QRIS at the 0.05 significance level. This means that
the promotional variable does not partially
influence the decision to use QRIS significantly.
Although promotions are considered an effective
tool to increase consumer awareness and interest,
in the context of this research, promotions do not
show a significant influence on the decision to use
QRIS. This indicates that there are other factors
that are more dominant in influencing the decision
to use QRIS.
The decision to use QRIS is more influenced by
other factors which may include ease of use, trust
in the technology, and support from the QRIS
service provider.
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