Abstract
ABSTRACTThis study aims to analyze the ease of use variable is a positive predictor of purchase intention, to analyze the ease of use variable is a positive predictor of customer satisfaction, to analyze whether trust is a positive predictor of purchase intention, to analyze whether trust is a positive predictor of customer satisfaction and to analyze whether customer satisfaction is a positive predictor of purchase intention. The population used in this study were all users of web sites or Tokopedia applications in Indonesia. Considering the number of web site users or Tokopedia applications, the researchers took samples from the population to be respondents in the study. The research sample was collected from customers who use the Tokopedia website or application and are domiciled in the Greater Jakarta area. Hypothesis testing is done with the main data of 300 respondents. The technique in sampling in this study uses probability sampling techniques. The type of probability sampling used is the simple random sampling method. Data analysis tools were analyzed using SPSS ver 23 to measure the ease of use and trust variables of purchase intention through customer satisfaction in the Tokedia application and found that ease of use is a positive and significant predictor of purchase intention, ease of use is a positive predictor and significant to customer satisfaction, trust is a positive and significant predictor of purchase intention, trust is a positive and significant predictor of customer satisfaction, customer satisfaction is a positive and significant predictor of purchase intention.Keywords : ease of use, trust, purchase intention, customer satisfaction
Highlights
The research implication focuses on the real function of the research results to provide additional references in determining the role of customer satisfaction as a mediator of trust and ease of use with purchase intention on the Tokopedia website Keywords: ease of use, trust, purchase intention, customer satisfaction
Ira Brunchilda Hubner lahir di kota Bandung 27 Februari 1966 adalah Dosen Fakultas Pariwisata Universitas Pelita
Summary
ABSTRAK Penelitian ini bertujuan untuk menganalisis variabel ease of use merupakan prediktor positif atas purchase intention, untuk menganalisis variabel ease of use merupakan prediktor positif atas customer satisfaction, untuk mengalisis apakah trust merupakan prediktor positif atas purchase intention, untuk menganalisis apakah trust merupakan prediktor positif atas customer satisfaction serta untuk menganalisis apakah customer satisfaction merupakan prediktor positif atas purchase intention. Populasi yang digunakan dalam penelitian ini adalah seluruh pengguna situs web atau aplikasi tokopedia di Indonesia. Mengingat banyaknya pengguna situs web atau aplikasi tokopedia maka peneliti mengambil sampel dari populasi untuk dijadikan responden dalam penelitian. Sampel penelitian ini dikumpulkan dari pelanggan yang menggunakan situs web atau aplikasi Tokopedia dan berdomisili di daerah Jabodetabek. Teknik dalam pengambilan sampel dalam penelitian ini menggunakan teknik probability sampling. Implikasi penelitian menitikberatkan pada fungsi nyata dari hasil penelitian untuk memberikan referensi tambahan dalam menetapkan peran customer satisfaction sebagai pemediasi trust dan ease of use dengan purchase intention pada situs web Tokopedia Kata Kunci : ease of use, trust, purchase intention, customer satisfaction
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