THE EFFECT OF PRODUCT INVOLVEMENT, PERCEIVED VALUE, AND ATTITUDE AS MEDIATION ON THE INTENTION TO USE "POSPAY" APPS BY PT POS INDONESIA (PERSERO) TO CREATE THE RIGHT MARKETING STRATEGY THROUGH A MARKETING 4.0 PERSPECTIVE

• Main Author: Afrizal Azhari, M.
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/83686
• Institution: Institut Teknologi Bandung

Pospay is an app from PT Pos Indonesia (Persero). The research's background highlights the competitive pressures in the financial services industry and the necessity for transformational companies to innovate through digital offerings such as the Fintech app. The implications of this research c...