The Influence of Effort of Use, Features of Products and Promotions on Purchase Decisions and Customers Loyalty

Absract. This study aims to analyze the influence of ease of use, product features, promotions and purchasing decisions in relation to the loyalty of T-Cash customers in Surabaya. The research method used is to use an explanatory type of research. With the number of samples, namely the T-Cash users who have not yet been approved, so it is necessary to do the calculation using the lemeshow formula. In the analysis of this study using data collection with the help of filling out questionnaires accompanied by Partial Least Square (PLS) analysis techniques. Research shows the ease of use variables, product features and promotions have a positive and significant relationship simultaneously and partially in its development.


INTRODUCTION
In its development the company is required to create a new innovation in order to bind loyal customers in the use of the products it markets. Tjiptono (2000: 110) defines consumer loyalty as a customer's commitment to a brand, product or supplier based on a very positive nature in long-term purchases. Loyalty is the formation of attitudes and patterns of behavior of a consumer towards the purchase and use of products as a result of their previous experience (Griffin, 2005: 75). Then it can be concluded that loyalty is formed from two components, loyalty as a behavior that is consistent repurchase and loyalty as an attitude that is a positive attitude towards a product or producer (service provider) coupled with a consistent purchase pattern. Based on the above matrix, the researcher took the title "The Effect of Ease of Use, Product Features and Promotion of T-Cash Customer Purchasing and Loyalty Decisions in Surabaya.Can not be denied to create customers who are loyal to the company must have a different strategy than others based on certain factors such as ease of use, product features, promotions and purchasing decisions that will be made by prospective customers of the company's loyalty.

Ease of Use (X1)
The ease in using a product becomes the main factor in the customer's decision to make a purchase and become loyal in its use. This is of course based on the efficiency and effectiveness of a product in helping customers to support their daily needs. Davis in Nasution (2004: 5) defines ease of use (ease of use) as a level where one believes that a computer can be easily understood. Based on the definition above it can be concluded that ease of use will reduce the effort (both time and energy) of someone in learning something. This research re-examines the role of ease of use on purchasing decisions and customer loyalty with the following indicators: Time Efficiency, Ability to Transact, Operational Ease (Amijaya: 2010). Hypothesis 1: Ease of Use Significantly Influences the Purchase Decision. Hypothesis 2: Ease of Use Significantly Influences Customer Loyalty.

Product Features (X2)
Features also help encourage customers in purchasing decisions and are loyal to the use of a product. In the opinion of Karen, et all (2013) states that features are attributes of a product that are used to meet the level of satisfaction of customer needs and desires, through having products, usage and product utilization. The more quality and sophisticated features that will be offered by the company, it can be ascertained that more and more customers are interested in using, buying and being loyal in using it for a long period of time.

Promotion (X3)
Promotion is also a very important indicator in making customers decide to make a purchase and when they have felt the quality and benefits of the products offered by customers, they will indirectly become loyal in the use of products offered by the company. According to Tjiptono (2008: 79) suggests that promotion is one of the determinants of the success of a marketing program to provide information about the existence of a product.

METHODOLOGY
In this study the author uses an explanatory research type. According to Singarimbun and Effendi (2008) explanatory research is a study that explains the causal relationship between variables through testing hypotheses. With the location of the research in Grahapari Surabaya Center which is located at Jln. Pemuda No 27 31, Surabaya. And the variables used as research are ease of use, product features, promotions, purchasing decisions and customer loyalty variables. In this study the number of customers using T-Cash is not known with certainty so that to calculate the minimum number of samples needed for research the author uses the Lemeshow formula for populations that are not known. Whereas for data collection techniques using questionnaires assisted with analysis methods using Partial Least Square (PLS) that uses SmartPLS3 software.

RESULT AND DISCUSSION
R-Square purchasing decision variable is 0.898 or 89.8%. This result reflects that the independent variables of ease of use, product features and promotion contribute 89.8% to purchasing decisions and the remaining 10.2% are caused by other factors, while for variables R-Square customer loyalty has a value of 0.885 or 88.5%. These results indicate that the ease of use, product features and promotions affect customer loyalty by 88.5% and the remaining 11.5% is influenced by other factors. In testing the hypothesis a data must meet a criterion to say that the hypothesis is accepted if t statistics> t table and if P-Vaue <0.05 and the following results of the smartpls output of this study:

Hipotesis 1 : Ease of Use and Its Impact on Purchasing Decisions
The easier the product is used by all ages and society, the more likely it is in consumer purchasing decisions in their use of daily needs, while making consumers not hesitate to be loyal to the product. The ease of use in this study is closely related to how to use it. the T-Cash product itself covers all ages of consumers who will use it. In the ease of use this will make it easier for PT. Telkomsel in capturing a broad market share going forward. Ease of use influences consumer purchasing decisions going forward

Hipotesis 2 : Product Features and Their Effects on Purchasing Decisions
The more complete features available on a product, the more likely the customer will decide to buy the product. Conversely, the more incomplete features that exist on a product, the smaller the chance the customer decides to purchase the product.

Hipotesis 3 : Promotion and Its Impact on Purchasing Decisions
According to Tjiptono (2008: 79) suggests that promotion is one determinant of success in a marketing program to provide information about the existence of a product. In this opinion, it can be concluded that an attractive and continuous promotion will provide an understanding of the products offered by the company, of course, with consumers on a broader range, so that it will indirectly be able to help consumers in considering the product. to help support the needs needed The results of this study also show that product features have a positive and significant effect on purchasing decisions in accordance with previous journals made by the results of this study in accordance with previous research that was taken from Tulandi Riry Anggia, Lotje Kawet, Imelda Ogi Journal of EMBA 1047 Vol.

Hipotesis 4 : Ease of Use and Its Effect on Customer Loyalty
Theoretical definition according to Thomson with his book entitled "Introduction to Business" A company can also expand its products by making these products become more accessible and easier to use or buy. Because more and more consumers make decisions to buy products offered by the company. , then indirectly it will also help consumers enjoy the quality of the products they use. And when in the use of consumers feel satisfaction, then indirectly will help build consumer trust and make these customers loyal to use the product for a long time. In this study shows that ease of use has a positive and significant influence on customer loyalty, this is supported by previous research conducted by Chien

CONCLUSION AND LIMITATION Conclusion
From the results of data processing above the ease of use, product features and promotions have a direct and significant influence on purchasing decisions and customer loyalty. This means that companies that have product features that are accompanied by the ease of use and promotions they offer will result in consumer purchasing decisions and opportunities to get loyal customers. As for the ease of use, product features and promotions and their influence on customer loyalty through purchasing decisions has a positive and significant indirect effect. This shows that the three variables can open opportunities for loyal customers to use the features offered through the increasing number of purchasing decisions from consumers

Limitation
The findings in this study still have limitations, which can also be used for further research. First, the sample used in this study is only a small sample with 1 location, namely grahapari, which is located at jln. Youth number 27-31 surabaya is expected to have further coverage in the next sample. The second is expected that further research can examine more factors other than the factors of this study so that more concrete data will be obtained in the future.