Oktaviani, Vina (2022) PENGARUH E-TRUST, KOMUNIKASI PEMASARAN, DAN KUALITAS LAYANAN TERHADAP KEBERLANJUTAN PENGGUNA ALODOKTER. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta (STEI).
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh e-trust, komunikasi pemasaran digital, dan kualitas layanan kesehatan terhadap keberlanjutan penggunaan aplikasi Alodokter. Penelitian ini adalah penelitian kuantitatif dengan pendekatan deskriptif. Populasi dari penelitian ini adalah seluruh pengguna aplikasi Alodokter di Indonesia. Sampel penelitian menggunakan metode non probability sampling dengan teknik purposive sampling berjumlah 100 responden dengan kriteria memiliki aplikasi Alodokter di handphone dan setidaknya pernah melakukan konsultasi melalui aplikasi maupun website minimal sekali dalam waktu masa pandemi bulan Maret 2020. Hasil penelitian menunjukkan bahwa variabel : (1) E-trust tidak berpengaruh positif terhadap keberlanjutan pengguna Alodokter. (2) Komunikasi pemasaran berpengaruh positif terhadap keberlanjutan pengguna Alodokter.(3) Kualitas layanan berpengaruh positif terhadap keberlanjutan pengguna Alodokter. ABSTRACT This study aims to determine how much influence E-trust policies, consumer protection, and the quality of health services have on the sustainability of using the Alodokter application. This research is a quantitative research with a descriptive approach. The population of this study were all users of the Alodokter application in Indonesia. The research sample used a non-probability sampling method with a purposive sampling technique, totaling 100 respondents with the criteria of having the Alodokter application on a cellphone and at least having consulted through an application or website at least once during the pandemic period in March 2020. The results showed that the variables: (1) E-trust did not have a positive effect on the sustainability of Alodokter users. (2) Marketing communication has a positive effect on the sustainability of Alodokter users. (3) Service quality has a positive effect on the sustainability of Alodokter users.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Vina Oktaviani VINA OKTAVIANI | ||||||||
| Date Deposited: | 09 Sep 2022 01:40 | ||||||||
| Last Modified: | 09 Sep 2022 01:40 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8284 |
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