Analisis pengaruh perceived risk, perceived usefulness, perceived ease of use, perceived enjoyment dan personal innovativeness terhadap customer satisfaction dan intention to reuse pada pelanggan shopee di Manado

Kindangen, Meyta Ingrid (2024) Analisis pengaruh perceived risk, perceived usefulness, perceived ease of use, perceived enjoyment dan personal innovativeness terhadap customer satisfaction dan intention to reuse pada pelanggan shopee di Manado. Masters thesis, Unversitas Pelita Harapan.

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Abstract

Perkembangan dari penggunaan aplikasi online shop di Indonesia terus meningkat setiap tahunnya. Hal ini juga turut memberikan dampak dimana persaingan dalam aplikasi online shop di Indonesia menjadi semakin ketat stiap tahunnya. Dengan meningkatnya persaingan ini maka perusahaan yang bergerak dalam industri e- commerce khususnya aplikasi online shop haruslah menjaga serta mempertahankan kepuasan pelanggan baik bagi para pelanggan baru maupun pelanggan lama agar tercipta pembelian kembali. 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 125 responden dengan karakteristik responden yang telah ditentukan. Dalam penelitian ini terdapat 6 hipotesis diantaranya empat hipotesis diterima dan dua hipotesis ditolak. Hipotesis yang diterima adalah Perceived usefulness berpengaruh sigifikan terhadap Customer Satisfaction, Perceived Enjoyment berpengaruh sigifikan terhadap Customer Satisfaction, Personal Innovativeness berpengaruh sigifikan terhadap Customer Satisfaction dan Customer Satisfaction berpengaruh signifikan terhadap Intention to Reuse. Hipotesis yang ditolak adalah Perceived Risk berpengaruh sigifikan terhadap Customer Satisfaction, dan Perceived Ease of Use berpengaruh sigifikan terhadap Customer Satisfaction. / The development of the use of online shop applications in Indonesia continues to increase every year. This also has the impact that competition in online shop applications in Indonesia becomes tighter every year. With this increasing competition, companies operating in the e-commerce industry, especially online shop applications, must maintain and maintain customer satisfaction for both new and old customers in order to create repeat purchases. 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 125 respondents with predetermined respondent characteristics. In this research there are 6 hypotheses, of which four hypotheses are accepted and two hypotheses are rejected. The accepted hypothesis is that Perceived usefulness has a significant effect on Customer Satisfaction, Perceived Enjoyment has a significant effect on Customer Satisfaction, Personal Innovativeness has a significant effect on Customer Satisfaction and Customer Satisfaction has a significant effect on Intention to Reuse. The hypothesis that was rejected was that Perceived Risk had a significant effect on Customer Satisfaction, and Perceived Ease of Use had a significant effect on Customer Satisfaction.

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