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Pengaruh Perceived Usefulness terhadap Mobile Users’ Satisfaction dan Loyalty pada Aplikasi Go-Jek

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  • Irfansyah, Satya Rizky

Abstract

Perceived usefulness merupakan komponen yang terdapat pada setiap konsumen dalam merasakan kegunaan pada produk yang digunakan. Studi literatur sebelumnya telah menunjukkan pentingnya perceived usefulness pada loyalitas pengguna aplikasi ponsel. Perceived usefulness akan mempengaruhi pembentukan mobile users’ satisfaction yang dapat menimbulkan loyalitas pengguna aplikasi Go-Jek. Penelitian ini bertujuan untuk menganalisis seberapa pentingnya perceived usefulness serta tanggapan berupa kepuasan dan loyalitas dalam studi pemasaran transportasi. Pada penelitian ini menggunakan kuesioner online untuk menilai perceived usefulness, mobile users’ satisfaction, dan loyalitas. Dari 220 kuesioner survei online yang diberikan responden selama periode pandemi di Indonesia hanya 206 data yang memenuhi kriteria. Partial Least Square digunakan untuk menguji hipotesis yang diajukan. Hasilnya menunjukkan bahwa perceived usefulness secara positif dan signifikan mempengaruhi mobile users’ satisfaction dan loyalitas. Hasilnya juga ditunjukkan pengaruh kuat nilai yang dirasakan pada kepuasan pelanggan restoran. Secara bersama-sama, hasil studi tersebut memberi bukti empiris tambahan dan lebih kuat untuk literatur perceived usefulness.

Suggested Citation

  • Irfansyah, Satya Rizky, 2021. "Pengaruh Perceived Usefulness terhadap Mobile Users’ Satisfaction dan Loyalty pada Aplikasi Go-Jek," OSF Preprints zpqmd, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:zpqmd
    DOI: 10.31219/osf.io/zpqmd
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