THE EFFECT OF OVO APPLICATION PROMOTION AND EFFECTIVENESS ON CONSUMER SATISFACTION (Case Studies on Students of the Faculty of Economics and Business, Hasanuddin University)

This study aims to analyze the effect of promotions and the effectiveness of OVO application users on satisfaction. This study used descriptive quantitative methods with multiple regression analysis models, while data collection was carried out by distributing questionnaires to 36 students of the Faculty of Economics and Business, Hasanuddin University as respondents. The results of this study indicate that: (1) Based on the partial test results, the promotion variable and the user effectiveness variable each have a positive and significant effect on consumer satisfaction. (2) promotion and user effectiveness have a simultaneous influence on consumer satisfaction.

Keywords : Promotion, User Effectiveness, Consumer satisfaction