Analysis of the influence of performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value and habit on behavioral intention and use behavior with experience as variable moderation on customers of sayurbox applications in Surabaya = Analisis pengaruh performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value dan habit terhadap behavioral intention dan use behavior dengan experience sebagai variable moderasi pada pelanggan aplikasi sayurbox di Surabaya

Angelica, Thalia (2022) Analysis of the influence of performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value and habit on behavioral intention and use behavior with experience as variable moderation on customers of sayurbox applications in Surabaya = Analisis pengaruh performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value dan habit terhadap behavioral intention dan use behavior dengan experience sebagai variable moderasi pada pelanggan aplikasi sayurbox di Surabaya. Masters thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan dari e-commerce di Indonesia kian meningkat setiap tahunnya. Hal ini juga turut memberikan dampak dimana persaingan dalam industri e-commerce menjadi semakin ketat setiap tahunnya. Dengan meningkatnya persaingan ini maka perusahaan yang bergerak dalam industri e-commerce haruslah menjaga serta mempertahankan perilaku penggunaan baik bagi para pelanggan baru maupun pelanggan lama. Penelitian ini merupakan penelitian yang bersifat kausal dengan menggunakan metode kuantitatif dan diolah dengan bantuan program statistik yaitu SPSS versi 22.0. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 200 responden dengan karakteristik responden yang telah ditentukan. Dalam penelitian ini terdapat 15 hipotesis diantaranya tujuh hipotesis diterima dan delapan hipotesis ditolak. Hipotesis yang diterima adalah Effort Expectancy berpengaruh signifikan terhadap Behavioral Intention, Social Influence berpengaruh signifikan terhadap Behavioral Intention, Facilitating Conditions berpengaruh signifikan terhadap Behavioral Intention, Habit berpengaruh signifikan terhadap Behavioral Intention, Behavioral Intention berpengaruh signifikan terhadap Use Behavior, terdapat pengaruh positif dari Social Influence terhadap Behavioral Intention yang lebih kuat pada Experience yang lebih tinggi dan lebih lemah pada Experience yang rendah dan terdapat pengaruh positif dari Facilitating Conditions terhadap Behavioral Intention yang lebih kuat pada Experience yang lebih tinggi dan lebih lemah pada Experience yang rendah. Hipotesis yang ditolak adalah Performance Expectancy berpengaruh signifikan terhadap Behavioral Intention, Hedonic Motivation berpengaruh signifikan terhadap Behavioral Intention, Price Value berpengaruh signifikan terhadap Behavioral Intention, terdapat pengaruh positif dari Performance Expectancy terhadap Behavioral Intention yang lebih kuat pada Experience yang lebih tinggi dan lebih lemah pada Experience yang rendah, terdapat pengaruh positif dari Effort Expectancy terhadap Behavioral Intention yang lebih kuat pada Experience yang lebih tinggi dan lebih lemah pada Experience yang rendah, terdapat pengaruh positif dari Hedonic Motivation terhadap Behavioral Intention yang lebih kuat pada Experience yang lebih tinggi dan lebih lemah pada Experience yang rendah, terdapat pengaruh positif dari Price Value terhadap Behavioral Intention yang lebih kuat pada Experience yang lebih tinggi dan lebih lemah pada Experience yang rendah dan terdapat pengaruh positif dari Habit terhadap Behavioral Intention yang lebih kuat pada Experience yang lebih tinggi dan lebih lemah pada Experience yang rendah./ The development of e-commerce in Indonesia is increasing every year. This also has an impact where competition in the e-commerce industry is becoming increasingly stringent every year. With this increasing competition, companies engaged in the e-commerce industry must maintain and maintain use behavior for both new customers and old customers. This research is causal research using quantitative methods and processed with the help of a statistical program, namely SPSS version 22.0. Data collection was carried out by distributing questionnaires to 200 respondents with predetermined characteristics of the respondents. In this study there are 15 hypotheses including seven hypotheses accepted and eight hypotheses rejected. The accepted hypothesis is that Effort Expectancy has a significant effect on Behavioral Intention, Social Influence has a significant effect on Behavioral Intention, Facilitating Conditions has a significant effect on Behavioral Intention, Habit has a significant effect on Behavioral Intention, Behavioral Intention has a significant effect on Use Behavior, there is a positive influence from Social Influence on Behavioral Intention is stronger at higher Experience and weaker at low Experience and there is a positive influence from Facilitating Conditions on Behavioral Intention which is stronger at higher Experience and weaker at low Experience. The rejected hypothesis is that Performance Expectancy has a significant effect on Behavioral Intention, Hedonic Motivation has a significant effect on Behavioral Intention, Price Value has a significant effect on Behavioral Intention, there is a positive effect of Performance Expectancy on Behavioral Intention which is stronger on higher Experience and weaker on Experience is low, there is a positive effect of Effort Expectancy on Behavioral Intention which is stronger on higher Experience and weaker on low Experience, there is a positive influence of Hedonic Motivation on Behavioral Intention which is stronger on higher Experience and weaker on Experience is low, there is a positive influence from Price Value on Behavioral Intention which is stronger on higher Experience and weaker on Low Experience and there is a positive influence from Habit on Behavioral Intention is stronger at higher Experience and weaker at low Experience.

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