Antecedent dari keputusan pembelian produk dan jasa di aplikasi (studi pada pengguna aplikasi Halodoc)

Dwitasari, Fransiska Marieta (2024) Antecedent dari keputusan pembelian produk dan jasa di aplikasi (studi pada pengguna aplikasi Halodoc). Masters thesis, Universitas Pelita Harapan.

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Abstract

Tujuan penelitian ini adalah untuk mempelajari hubungan kepercayaan diri konsumen terhadap keputusan pembelian produk atau layanan di aplikasi dengan menggunakan indikator sikap terhadap iklan berbayar di internet, faktor intrusif, dan intensi pencarian berkelanjutan di internet. Sebanyak total 309 sampel didapatkan dari konsumen yang pernah melihat iklan Halodoc di internet dan pernah menggunakan aplikasi Halodoc untuk membeli produk atau layanan minimal satu kali. Pengukuran dilakukan dengan menggunakan metode PLS-SEM untuk menilai hubungan antar indikator yang digunakan. Hasil penelitian menunjukkan kepercayaan diri konsumen memiliki pengaruh positif terhadap sikap terhadap iklan berbayar di internet, intensi pencarian berkelanjutan, dan keputusan pembelian produk atau layanan di aplikasi, dan berpengaruh negatif terhadap faktor intrusif. / The purpose of this study is to understand the relationship of consumer self-confidence to the app-purchase decision in Halodoc healthcare application, using indicators of attitudes towards paid internet advertising, perceived intrusiveness, and continuance search intentions on the internet. A total of 309 samples were obtained from consumers who had seen Halodoc application advertisements on the internet and had used the application to purchase products or services provided by the application at least once. Measurements were carried out using PLS-SEM to see the relationship between the indicators used. The results show that consumer self-confidence has a positive effect on attitudes towards paid internet advertising, continuance search intentions, and app-buying decisions on the Halodoc application.

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