Pengaruh perceived ease of use, perceived usefulness, dan trust terhadap ZALORA's application user satisfaction

Rahman, Rido Riyandi and Sebastian, Nathan and Ericson, Ericson (2020) Pengaruh perceived ease of use, perceived usefulness, dan trust terhadap ZALORA's application user satisfaction. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menyelidiki dampak Perceived Ease of Use (PEOU), Perceived usefulness (PU), dan Trust terhadap Zalora’s Application User Satisfaction. Pendekatan penelitian ini menggunakan pendekatan kuantitatif. Sebanyak 160 kuisioner yang valid dikumpulkan untuk menguji secara empiris model penelitian. Structural Equation Modeling (SEM) dilakukan untuk mengevaluasi keandalan dan validitas model pengukuran dan model struktural. Hasil temuan menunjukan bahwa ada hubungan positif antara, PEOU, PU, dan Trust terhadap Zalora’s Application User Satisfaction. Implikasi praktis menggambar pada model penerimaan teknologi dan teori trust, penelitian ini mengembangkan aplikasi Zalora. Studi ini menyumbangkan wawasan baru tentang literatur pemasaran kewirausahaan Zalora dengan meneliti dampak PU, PEOU, dan Trust terhadap Zalora’s User Satisfaction. Kontribusi penelitian ini signifikan bagi strategi Zalora di era digital.

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