PENGARUH PERSEPSI MANFAAT DAN PERSEPSI KEMUDAHAN PENGGUNAAN TERHADAP NIAT MEMBELI ULANG MELALUI VARIABEL MEDIASI KEPUASAN PELANGGAN PADA PENGGUNA APLIKASI KESEHATAN HALODOC

Ilmiatun, Siti (2024) PENGARUH PERSEPSI MANFAAT DAN PERSEPSI KEMUDAHAN PENGGUNAAN TERHADAP NIAT MEMBELI ULANG MELALUI VARIABEL MEDIASI KEPUASAN PELANGGAN PADA PENGGUNA APLIKASI KESEHATAN HALODOC. S2 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Persepsi Manfaat dan Persepsi Kemudahan Penggunaan terhadap Niat Membeli Ulang dengan Kepuasan Pelanggan sebagai variabel mediasi pada aplikasi Kesehatan Halodoc. Masyarakat yang pernah melakukan transaksi pada aplikasi Halodoc menjadi subjek penelitian, dan jumlah sampel yang dianalisis adalah sebanyak 392 responden. Teknik pengumpulan sampel adalah non-probability sampling dengan metode purposive sampling, menggunakan sumber data primer dan dikumpulkan dengan pendeketan kuantitatif melalui penyebaran kuesioner. Analisis data menggunakan analisis statistik yakni SEM-PLS 3.2.9. Penelitian ini menunjukkan hasil bahwa (1) Persepsi Manfaat dan (2) Persepsi Kemudahan Penggunaan berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan, (3) Kepuasan Pelanggan berpengaruh positif terhadap Niat Membeli Ulang, (4) Persepsi Manfaat berpengaruh negatif dan signifikan terhadap Niat Membeli Ulang, (5) Persepsi Kemudahan Penggunaan berpengaruh positif dan signifikan terhadap Niat Membeli Ulang, (6) Persepsi Manfaat dan (7) Persepsi Kemudahan Penggunaan berpengaruh positif dan signifikan terhadap Niat Membeli Ulang melalui Kepuasan Pelanggan. This study aims to analyze the ef ect of perceived usefulness and perceived ease of use on repurchase intentions with customer satisfaction as a mediating variable in the Halodoc health application. People who have made transactions on the Halodoc application are the research subjects, and the number of samples analyzed is 392 respondents. The sample collection technique is non-probability sampling with purposive sampling method, using primary data sources and collected with a quantitative approach through distributing questionnaires. Data analysis using statistical analysis, namely SEM-PLS 3.2.9. This study shows the results that (1) perceived usefulness and (2) perceived ease of use (2) have a positive and significant ef ect on customer satisfaction, (3) customer satisfaction has a positive ef ect on repurchase intention, (4) perceived usefulness have a negative and significant ef ect on repurchase intention, (5) perceived ease of use has a positive and significant ef ect on repurchase intention, (6) perceived usefulness and (7) perceived ease of use have a positive and significant ef ect on repurchase intention through customer satisfaction.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55122110002
Uncontrolled Keywords: Aplikasi kesehatan digital, Kepuasan pelanggan, Niat membeli ulang Digital health application, Customer satisfaction, Repurchase intention
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: SILMI KAFFA MARISKA
Date Deposited: 21 Aug 2024 03:59
Last Modified: 21 Aug 2024 03:59
URI: http://repository.mercubuana.ac.id/id/eprint/90464

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