PENGARUH DIGITAL MARKETING, PERCEIVED USEFULNESS, DAN TRUST TERHADAP REINTENTION TO USE PADA APLIKASI GOJEK

RAMADHAN, MUHAMMAD DHIKA (2022) PENGARUH DIGITAL MARKETING, PERCEIVED USEFULNESS, DAN TRUST TERHADAP REINTENTION TO USE PADA APLIKASI GOJEK. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the effect of digital marketing, perceived usefulness, and trust on the reintention to use on Gojek. This research data is primary data obtained from processing questionnaire data filled out by respondents who are Gojek user who have used the application 2 or more times. This study uses quantitative methods with causality hypothesis. The number of samples used in this study were 119 respondents and the analytical technique used in this study is Partial Least Square (PLS) analysis. The findings in previous studies show that digital marketing and perceived usefulness have a significant influence on reintention to use. In addition, trust also has a significant influence on reintention to use. Keywords: Digital Marketing, Perceived Usefulness, Trust, Reintention to use. Penelitian ini bertujuan untuk mengkaji dan menganalisis pengaruh dari digital marketing, perceived usefulness, dan trust terhadap reintention to use pada Gojek. Data penelitian ini merupakan data primer yang didapat dari pengolahan data kuesioner yang diisi oleh para responden yang merupakan pengguna Gojek yang sudah pernah menggunakan aplikasi 2 kali atau lebih. Penelitian ini menggunakan metode kuantitatif dengan hipotesis kausalitas. Jumlah sampel yang digunakan dalam penelitian ini yaitu sebanyak 119 responden dan teknik analisis yang digunakan dalam penelitian ini yaitu analisis Partial Least Square (PLS). hasil temuan pada penelitian terdahulu menunjukkan bahwa digital marketing dan perceived usefulness mempunyai pengaruh signifikan terhadap reintention to use. Selain itu trust juga mempunyai pengaruh yang signifikan terhadap reintention to use. Kata kunci: Digital Marketing, Perceived Usefulness, Trust, Reintention to use.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 22 073
NIM/NIDN Creators:	43118010300
Uncontrolled Keywords:	Digital Marketing, Perceived Usefulness, Trust, Reintention to use.
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 > 658.7 Management of Supplies/Manajemen Persediaan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.9 Construction Management/Manajemen Konstruksi
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	05 Aug 2022 05:34
Last Modified:	05 Aug 2022 05:34
URI:	http://repository.mercubuana.ac.id/id/eprint/66894

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