Novalina, Ambar Ayu (2022) PENGARUH PERCEIVED USEFULNESS DAN PERCEIVED EASE OF USE TERHADAP KEPUASAN PELANGGAN MELALUI KEPUTUSAN PEMBELIAN MENGGUNAKAN SPAY LATER DI APLIKASI SHOPEE (STUDI PADA PELANGGAN SPAY LATER DI RAWAMANGUN). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh langsung dan pengaruh tidak langsung perceived usefulness dan perceived ease of use melalui keputusan pembelian terhadap kepuasan pelanggan pada penggunaan Spay later di aplikasi shopee (studi pada pelanggan Spay later di Rawamangun). Metoda yang digunakan adalah metoda pengumpulan data menggunakan kuesioner yang diukur skala likert. Metoda pengambilan sampel menggunakan teknik acidental sampling dengan jumlah sampel sebanyak 97 responden. Strategi yang digunakan dalam penelitian ini adalah strategi kuantitatif yang diukur dengan perhitungan koefisien korelasi (parsial dan simultan) serta analisis data yang digunakan adalah analisis jalur (path analysis). Berdasarkan hasil perhitungan analisis menyatakan bahwa perceived usefulness menunjukan adanya pengaruh langsung terhadap keputusan pembelian. Perceived ease of use menunjukan adanya pengaruh langsung terhadap keputusan pembelian. Keputusan pembelian menunjukan adanya pengaruh langsung terhadap kepuasan pelanggan. Perceived usefulness menunjukan tidak adanya pengaruh secara langsung terhadap kepuasan pelanggan. Perceived ease of use menunjukan tidak adanya pengaruh secara langsung terhadap kepuasan pelanggan. Secara tidak langsung perceived usefulness secara simultan memiliki pengaruh terhadap kepuasan pelanggan melalui keputusan pembelian. Secara tidak langsung bahwa perceived ease of use secara simultan menunjukan bahwa adanya pengaruh terhadap kepuasan pelanggan melalui keputusan pembelian. Kata Kunci : Persepsi Manfaat, Persepsi Kemudahan, Keputusan Pembelian dan Kepuasan Pelanggan. ABSTRACT This study aims to determine how much influence the perception of usability and ease of use through purchasing decisions on customer satisfaction with the use of Spay later in the Shopee application (study on Spay later customers in East Jakarta). The method used is data collection using a questionnaire measured on a Likert scale. The sampling method used was an accidental sampling technique with a total sample of 97 respondents. The strategy used in this study is a quantitative strategy which is measured by calculating the correlation coefficient (partial and simultaneous) and the data analysis used is path analysis. Based on the results of calculations are the perceived usefulness shows the direct effect on purchasing decisions. Perceived ease of use shows the direct effect on purchasing decisions. Purchase decisions show the direct effect on customer satisfaction. Perceived usefulness shows no directly effect on customer satisfaction. Perceived ease of use shows no effect on customer satisfaction. Indirectly perceived benefits simultaneously affect customer satisfaction through purchasing decisions. Indirectly that the perception of ease of use simultaneously shows its effect on customer satisfaction through purchasing decisions. Keywords: Perceived usefulness, Perceived ease of use, Purchase Decision and Customer Satisfaction
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | AMBAR AYU NOVALINA | ||||||||
| Date Deposited: | 28 Sep 2022 03:12 | ||||||||
| Last Modified: | 28 Sep 2022 03:12 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8501 |
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