Analisis faktor yang mempengaruhi purchase intention dalam menggunakan mobile device untuk melakukan transaksi pada pengguna aplikasi transportasi online di Indonesia

Oktavianti, Prita Widya (2017) Analisis faktor yang mempengaruhi purchase intention dalam menggunakan mobile device untuk melakukan transaksi pada pengguna aplikasi transportasi online di Indonesia. Masters thesis, Universitas Pelita Harapan.

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Abstract

Transportation is a very important thing that people need much especially in a big cities. A fast, safe, and comfortable transportation is needed now to support their activities. Public transportation with application based becomes one of their choices for people live in big cities for they are fast, safe, comfortable, easy to get and quiet cheap. They can be motorcycles or cars, or even delivery services and other services, with some of brands existing. They provide much benefit and different services among online transportation. This research develops how user’s attitude face the using of transportation online application on their mobile device. The purpose of this research is to answer the need of people on good transportation through high technology, which can make them easier to do the online transaction in a practical way using mobile device. This research will find out how far personality traits affect Purchase Intention to do the online transaction through mobile device in Jadetabek, using purposive sampling method, and spreading out a closure questionaire. The variables are: Optimism, Innovation, Insecure, Discomfort, Perceived Usefulness, Perceived Ease of Use, Perceived Enjoyment, Perceived Security, Perceived Trust, Cognitive Attitude, Affective Attitude serta Intention to Purchace.Data analysis method is using to get the premiere and secondary data is, SPSS 22 version The result of this research is that positiveness and innovativeness has a significant influence to perceived ease of use variable, also innovativeness and discomfort has the sam result to perceived of enjoyment. Whi;e perceived ease of use variable and enjoyment also has a significant influence to affective attitude. Technology advances is easily used by all people. They even can experimentwith the new innovation and felt comfortable with the new technology. Moreover, this research shows that cognitive attitude does not influence the indicator of intention to purchase via mobile device. It is because respondents do not see from others’ point of view, but because they believe after using the new technology by themselves dan believing of a certain brand in using the new technology. / Transportasi adalah hal yang sangat dibutuhkan bagi kehidupan manusia terutama di kota2 besar. Dibutuhkan adanya transportasi yang cepat, aman dan nyaman untuk kelancaran aktivitas dan pekerjaan mereka. Transportasi umum berbasis aplikasi online menjadi salah satu pilihan orang-orang di kota besar karena sifatnya yang cepat, aman, nyaman, mudah didapat dan relative murah. Transportasi tersebut bisa berupa motor atau mobil bahkan jasa pengiriman dan layanan lainnya. Penelitian ini membahas mengenai sikap pengguna pemakaian aplikasi transportasi online pada telepon seluler pintar. Tujuannya adalah untuk menjawab kebutuhan manusia akan transportasi yang baik melalui teknologi tinggi yang dapat memudahkan mereka dalam bertransaksi online secara praktis menggunakan mobile device. Penelitian ini bertujuan untuk mengetahui seberapa jauh personality traits mempengaruhi Purchase Intention dalam melakukan transaksi transportasi online di Jadetabek, mengghunkan system purposeive sampling dan penyebaran kuesioner tertutup. Adapun variable-variabelnya antara lain: Optimism, Innovation, Insecure, Discomfort, Perceived Usefulness, Perceived Ease of Use, Perceived Enjoyment, Perceived Security, Perceived Trust, Cognitive Attitude, Affective Attitude serta Intention to Purchase. Jumlah responden dalam peneliaian ini adalah 200 orang yang tingal di Jadetabek. Metode analisis digunakan untuk mengolah data-data yang telah didapat dari hasil survei primer melalui kuesioner dan data skunder untuk mencapai tujuan penelitian, data diolah dengan menggunakan program SPSS versi 22. Hasil dari penelitian ini adalah di mana variable postitiveness, innovativeness berpengaruh signifikan terhadap perceived ease of use, demikian juga innovativeness dan discomfort berpengaruh signifikan terhadap perceived of enjoyment. Sementara variable perceived ease of use dan perceived enjoyment berpengaruh siginifikan terhadap affective attitude. Kemajuan teknologi dengan mudah dapat digunakan oleh seluruh kalangan. Mereka bahkan mampu berkesperimen dengan inovasi baru dan merasa nyaman dengan adanya teknologi baru. Lebih jauh penelitian ini menunjukkan bahwa bahwa teori cognitive attitude tidak mempengaruhi indikator intention to purchase via mobile device, sementara affective attitude mempengaruhi indikator intention to purchase via mobile device. Hal ini dikarenakan responden tidak melihat dari sudut pandang orang terhadap teknologi, mereka percaya setelah menggunakannya dan percaya terhadap merk tertentu dalam penggunaan teknologi baru.

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