PENGARUH PERSEPSI KEMUDAHAN PENGGUNAAN, CITRA MEREK, KEPERCAYAAN DAN PROMOSI TERHADAP MINAT MENGGUNAKAN KEMBALI (Studi Kasus Pada Pengguna Aplikasi Gofood Di DKI Jakarta)

NUR' AINI, DINDA (2023) PENGARUH PERSEPSI KEMUDAHAN PENGGUNAAN, CITRA MEREK, KEPERCAYAAN DAN PROMOSI TERHADAP MINAT MENGGUNAKAN KEMBALI (Studi Kasus Pada Pengguna Aplikasi Gofood Di DKI Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is to determine the influence of perceived ease of use, brand image, trust, promotion on the behavioral intention to use gofood mobile apps. This study was conducted on 189 respondents using a quantitative approach. The data analysis used is Structural Equation Modeling (SEM). The results showed that perceived ease of use has a positive and significant effect on behavioral intention to use, brand image has a positive and insignificant effect on behavioral intention to use, trust has a positive and significant effect on behavioral intention to use, promotion has a positive and significant effect on behavioral intention to use. Keywords: Perceived Ease Of Use, Brand Image, Trust, Promotion, Behavioral Intention To Use Penelitian ini bertujuan untuk mengetahui pengaruh persepsi kemudahan penggunaan, citra merek, kepercayaan dan promosi terhadap minat menggunakan kembali aplikasi gofood. Penelitian ini dilakukan terhadap 189 responden dengan menggunakan pendekatan kuantitatif. Analisis data yang digunakan adalah Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa persepsi kemudahan penggunaan berpengaruh positif dan signifikan terhadap minat menggunakan kembali, citra merek berpengaruh positif dan tidak signifikan terhadap minat menggunakan kembali, kepercayaan berpengaruh positif dan signifikan terhadap minat menggunakan kembali, promosi berpengaruh positif dan signifikan terhadap minat menggunakan kembali Kata kunci: Persepsi Kemudahan Penggunaan, Citra Merek, Kepercayaan, Promosi, Minat Menggunakan Kembali

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 232
Call Number: SE/31/23/317
NIM/NIDN Creators: 43119010008
Uncontrolled Keywords: Persepsi Kemudahan Penggunaan, Citra Merek, Kepercayaan, Promosi, Minat Menggunakan Kembali
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 335 Socialism and Related Systems/Sistem Ekonomi Sosialis
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 338 Production, Industrial Economics/Produksi, Ekonomi Industri
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Andriyani
Date Deposited: 13 Oct 2023 06:03
Last Modified: 13 Oct 2023 06:03
URI: http://repository.mercubuana.ac.id/id/eprint/81564

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