Amahu, Deron Christian (2024) Analisis pengaruh effort expectancy, perceived usefulness, information quality, social influence, trust, terhadap repurchase intention pada pengguna aplikasi grab food Surabaya. Bachelor thesis, Universtitas Pelita Harapan.
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Abstract
Penelitian ini bertujuan untuk mengkaji faktor-faktor yang memengaruhi minat beli ulang konsumen pada layanan pesan-antar makanan daring, khususnya Grab Food. Dengan pendekatan kuantitatif, penelitian ini melibatkan 150 partisipan yang dianalisis menggunakan perangkat lunak SmartPLS 4 untuk memodelkan hubungan multivariabel secara simultan. Variabel-variabel utama yang diteliti meliputi Effort Expectancy, Perceived Usefulness, Information Quality, Social Influence, dan Trust. Hasil penelitian menunjukkan bahwa kemudahan penggunaan (Effort Expectancy) dan manfaat yang dirasakan (Perceived Usefulness) memiliki pengaruh positif dan signifikan terhadap minat beli ulang konsumen. Konsumen merasa nyaman dengan navigasi yang intuitif dan proses pemesanan yang sederhana, sehingga meningkatkan kecenderungan mereka untuk kembali menggunakan layanan ini. Pada variabel Information Quality, termasuk aspek kelengkapan informasi menu, transparansi harga, dan ulasan pengguna, tidak memberikan pengaruh langsung yang signifikan terhadap minat beli ulang. Sebaliknya, variabel ini lebih memengaruhi persepsi konsumen terhadap kemudahan dan kualitas layanan secara tidak langsung. Implikasi dari penelitian ini adalah bahwa Grab Food perlu meningkatkan efisiensi proses pemesanan untuk memastikan kenyamanan pengguna, yang tercermin dari pernyataan "Saya merasa Grab Food membuat proses pemesanan makanan menjadi lebih efisien." Penelitian ini merekomendasikan pengembangan model penelitian yang lebih komprehensif untuk mengeksplorasi variabel tambahan yang relevan dalam ekosistem digital / This study aims to examine the factors that influence consumer repurchase intention on online food delivery services, especially Grab Food. With a quantitative approach, this study involved 150 participants who were analyzed using SmartPLS 4 software to model multivariable relationships simultaneously. The main variables studied include Effort Expectancy, Perceived Usefulness, Information Quality, Social Influence, and Trust. The results of the study indicate that ease of use (Effort Expectancy) and perceived usefulness (Perceived Usefulness) have a positive and significant influence on consumer repurchase intention. Consumers feel comfortable with intuitive navigation and a simple ordering process, thus increasing their tendency to use this service again. The Information Quality variable, including aspects of completeness of menu information, price transparency, and user reviews, does not have a significant direct influence on repurchase intention. Instead, this variable more indirectly influences consumer perceptions of ease and quality of service. The implication of this study is that Grab Food needs to improve the efficiency of the ordering process to ensure user convenience, as reflected in the statement "I feel Grab Food makes the food ordering process more efficient." This study recommends the development of a more comprehensive research model to explore additional relevant variables in the digital ecosystem
Item Type: | Thesis (Bachelor) |
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Creators: | Creators NIM Email ORCID Amahu, Deron Christian NIM02011210056 UNSPECIFIED UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Napitupulu, Priskilla E.E. UNSPECIFIED UNSPECIFIED |
Uncontrolled Keywords: | grab food; repurchase intention; effort expectancy; perceived usefulness; information quality |
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
Divisions: | University Subject > Current > Faculty/School - UPH Surabaya > Business School > Management Current > Faculty/School - UPH Surabaya > Business School > Management |
Depositing User: | Rafael Rudy |
Date Deposited: | 25 Mar 2025 02:36 |
Last Modified: | 25 Mar 2025 02:36 |
URI: | http://repository.uph.edu/id/eprint/67939 |