MARSHA, PUTRI AYLIN (2021) Analisis Brand Apps, Media Consumption dan Brand Attachment dengan model Technology Continuance Theory dalam penggunaan portal media online detikcom. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The purpose of this study was to analyze the relationship between brand apps, media consumption, and brand attachment on continuance intention using the post- adoption TCT (Technology Continuance Theory) grand theory. Consumer behavior to wards the use of the detikcom media portal is analyzed to determine the quality in terms of the applications offered, the facilities provided, and the user's attachment to the brand. This study involved 210 users of the detikcom application who had used it for at least 3 months. Researchers used Partial Least Square (PLS) as a technique used to analyze measurements and structural models. The results of this study indicate that brand apps have a positive but not significant effect on perceived usefulness, media consumption has a positive and significant effect on perceived usefulness, brand attachment has a positive and significant effect on confirmation. Keyword : Brand Apps, Media Consumption, Brand Attachment, TCT, online news portal. Tujuan dari penelitian ini adalah untuk menganalisis hubungan antara brand apps, media consumption, dan brand attachment terhadap continuance intention menggunakan grand theory TCT (Technology Continuance Theory) pasca adopsi. Consumer behaviour terhadap penggunaan portal media detikcom dianalisa untuk dapat mengetahui kualitas dari segi aplikasi yang ditawarkan, fasilitas yang diberikan, serta keterikatan pengguna terhadap merek. Studi ini melibatkan 210 pengguna aplikasi detikcom yang sudah menggunakan minimal 3 bulan. Peneliti menggunakan Partial Least Square (PLS) sebagai teknik yang digunakan untuk menganalisis pengukuran dan model struktural. Hasil penelitian ini menunjukan bahwa brand apps memiliki pengaruh positif dan namun tidak signifikan terhadap perceived usefullnes, media consumption berpengaruh positif dan signifikan terhadap perceived usefulness, brand attachment memiliki pengaruh yang positif dan signifikan terhadap confirmation. Kata kunci : Brand apps, media consumption, brand attachment, TCT, portal berita online.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55119120184 |
| Uncontrolled Keywords: | Brand Apps, Media Consumption, Brand Attachment, TCT, online news portal. Brand apps, media consumption, brand attachment, TCT, portal berita online. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | MYTHA ALVIANA SARI |
| Date Deposited: | 02 Mar 2022 03:40 |
| Last Modified: | 01 Jul 2023 03:57 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/57017 |
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