Analisis Faktor-Faktor Tujuan Penggunaan Aplikasi Kencan Online Bumble

Marcella, Cornelia (2023) Analisis Faktor-Faktor Tujuan Penggunaan Aplikasi Kencan Online Bumble. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Bumble merupakan aplikasi kencan online yang digunakan oleh banyak orang di Indonesia. Memiliki pengguna dari umur 18 – 35 tahun dan pengguna yang tersebar di Indonesia. Penelitian ini dilakukan dengan tujuan untuk mengelompokkan tujuan dari pengguna Bumble dalam aplikasinya. Penelitian dilakukan dengan metode kuantitatif eksploratif dan analisis faktor eksploratori. Penelitian teori Motivasi Abraham Maslow. Data primer yang digunakan dalam penelitian berasal dari hasil kuesioner yang disebar kepada pengguna aplikasi Bumble dengan jumlah 100 koresponden. Hasil penelitian menghasilkan Sembilan faktor baru yang merupakan hasil ekstraksi dari 38 variabel. Hasil Sembilan faktor merupakan “Faktor perasaan aman”, “Faktor fitur Bumble”, “Faktor kebutuhan bersosialisasi”, “Faktor kebutuhan apresiasi dan afirmasi”, “Faktor mencari kebaruan”, “Faktor kenyamanan berkomunikasi online”, “Faktor media hiburan”, “Faktor kemudahan penggunaan aplikasi” dan “Faktor peer pressure”. Dengan hasil dari penelitian, Bumble bisa menggunakan hasil untuk meningkatkan kinerja aplikasinya dan menambahkan fitur baru yang disesuaikan dengan kebutuhan pengguna. / Bumble is an online dating application that is used by many people in Indonesia. Has users from 18-35 years old and users spread across Indonesia. This research was conducted with the aim of classifying the goals of Bumble users in their application. The research was conducted using exploratory quantitative methods and exploratory factor analysis. The research use Motivation theory by Abraham Maslow. The primary data used in the study came from the results of questionnaires distributed to Bumble application users with a total of 100 correspondents. The results of the research produce nine new factors which are the result of extraction of 38 variables. Results Nine factors are “Safety Factor”, “Bumble feature factor”, “Sociability needs Factor”, “Appreciation and affirmation needs factor”, “Newness seeking factor”, “Online communication convenience factor”, “entertainment media factor”, “Ease of use factor” and “Peer pressure factor”. With the results from the research, Bumble can use the results to improve the performance of its application and add new features tailored to user needs.

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