Ease of Use, Customer Satisfaction, dan Trust sebagai Prediktor Purchase Intention pada Aplikasi Shopeefood
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Abstract
The purpose of this study is to obtain the factors that affect purchase intention using the independent variables ease of use, trust, and customer satisfaction. Respondents are people who have purchased the ShopeeFood application. The sampling method used in this study is purposive sampling. Questionnaires were distributed via G-form and distributed through social media where there were 162 questionnaires, with the number of samples used is 152 and 8 samples could not be used. The resulting data were analyzed using SPSS 21 program. The results of this study indicate that the independent variables ease of use and customer satisfaction affect purchase intention, while the trust variable does not affect purchase intention.
Untuk memperoleh faktor-faktor yang memengaruhi purchase intention, yang menggunakan variabel independen ease of use, trust, dan customer satisfaction. Responden adalah orang pernah melakukan pembelian di aplikasi ShopeeFood. Metode sampling yang digunakan dalam penelitian ini adalah purposive sampling. Kuesioner dibagikan melalui G-form dan disebarkan melalui sosial media dimana terdapat 162 kuesioner, dengan jumlah sampel yang digunakan adalah 152 dan 8 sampel tidak dapat digunakan. Data yang dihasilkan dianalisis menggunakan program SPSS 21. Hasil dari penelitian ini mengindikasi variabel independen ease of use dan customer satisfaction berpengaruh kepada purchase intention, sementara variabel trust tidak berpengaruh terhadap purchase intention.
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