Analisis pengaruh perceived ease of use, network externalities, trust dan brand value terhadapt satisfaction dan intention to use pada pengguna aplikasi klik indomaret di kota Ambon

Tuhuteru, Adriella Sartje (2021) Analisis pengaruh perceived ease of use, network externalities, trust dan brand value terhadapt satisfaction dan intention to use pada pengguna aplikasi klik indomaret di kota Ambon. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kebutuhan masyarakat saat ini sangat dipengaruhi oleh perkembangan teknologi dan komunikasi yang semakin berkembang pesat. Masyarakat Indonesia khususnya yang tinggal di daerah perkotaan kini dimanjakan dengan adanya pusat perbelanjaan. Pusat perbelanjaan adalah kompleks toko ritel dan fasilitas yang direncanakan dan memberikan kenyamanan berbelanja yang maksimal kepada pelanggan dan penataan barang dagangan yang terekspose secara maksimal. Indomaret adalah jaringan bisnis retail waralaba yang pertama di Indonesia dan menyediakan kebutuhan pokok dan kebutuhan sehari-hari. Tujuan penilitian ini adalah meneliti satisfaction pada pelanggan Indomaret yang dimana variabel yang dapat mempengaruhi adalah satisfaction, perceived ease of use, network externalities, trust, brand value, dan intention to use. Penelitian ini dilakukan memiliki tujuan untuk mengetahui hubungan pengaruh Perceived Ease of Use, Network Externalities, Trust, Brand Value terhadap Intention to Use melalui Satisfaction.adapun manfaat yang diharapkan dari penelitian ini adalah menambah pengetahuan dalam bidang manajemen khususnya seberapa besar pengaruh variabel-variabel tersebut. Penelitian merupakan penelitian kausal, dengan menggunakan metode kuantitatif. Dan dengan menggunakan pengolahan data SPSS versi 22. Pengambilan sampel yang dilakukan adalah non-probability sampling dan snowball sampling. Dikarenakan penelitian berada pada masa pandemic. Hasil penelitian menunjukan bahwa variabel Perceived Ease of Use berpengaruh signifikan terhadap Satisfaction dengan koefisien regresi yaitu 0.486. Koefisien regresi untuk Network Externalities (NE) yaitu 0.004 dan menunjukkan adanya pengaruh signifikansi Network Externalities (NE) yang searah terhadap Satisfaction (S). Koefisien regresi untuk Trust (T) yaitu 0.060 dan menunjukkan adanya pengaruh signifikansi Trust (T) yang searah terhadap Satisfaction (S). Koefisien regresi untuk Brand Value (BV) yaitu 0.386 dan menunjukkan adanya pengaruh signifikansi Brand Value (BV) yang searah terhadap Satisfaction (S). Kata Kunci : Satisfaction, Perceived Ease of Use, Network Externalities, Trust, Brand Value, dan Intention to Use./The needs of today's society are needed by the rapid development of technology and communication. Indonesian people, especially those living in urban areas, are now spoiled by the existence of a library center. The development center is a complex of retail stores and facilities that are planned and provide maximum shopping convenience to customers and maximum exposure of merchandise. Indomaret is the first franchise retail business network in Indonesia and provides basic needs and daily needs. The purpose of this study is to examine the satisfaction of Indomaret customers where the variables that can influence are satisfaction, perceived ease of use, network externalities, trust, brand value, and intention to use. This research was conducted with the aim of knowing the relationship between the influence of Perceived Ease of Use, Network Externalities, Trust, Brand Value on Intention to Use through Satisfaction. The expected benefits of this research are to increase knowledge in the field of management, especially how much influence these variables have. This research is a causal research, using quantitative methods. And by using SPSS version 22 data processing. Sampling carried out is non-probability sampling and snowball sampling. Because the research is in a pandemic period. The results showed that the Perceived Ease of Use variable had a significant effect on Satisfaction with a regression coefficient of 0.486. The regression coefficient for Network Externalities (NE) is 0.004 and indicates a significant influence of Network Externalities (NE) which is in the same direction as Satisfaction (S). The regression coefficient for Trust (T) is 0.060 and indicates a significant effect of Trust (T) in the direction of Satisfaction (S). The regression coefficient for Brand Value (BV) is 0.386 and shows a significant influence of Brand Value (BV) in the direction of Satisfaction (S). Keywords : Satisfaction, Perceived Ease of Use, Network Externalities, Trust, Brand Value, dan Intention to Use.

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