Pengaruh usefulness, enjoyment, ease of use, technology anxiety, dan need for interaction terhadap penggunaan Starbucks ID pada konsumen Starbucks di Jakarta
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Abstract
With technological developments taking place in Indonesia, Starbucks Indonesia is one of the companies engaged in the food sector that is developing their technology in the form of applications, with new technology on the consumer side sometimes it is helpful and easy with this technology, but on the other hand, others also have fears of new technology. So, this research will discuss the technology used by Starbucks Indonesia and whether it can make it easier for consumers, and consumers feel more effective and efficient with the technology used by Starbucks Indonesia in supporting consumer transactions. This research has variable elements of Useful, Easy to Use, Enjoyment, Technology Anxiety, and Needs for Interaction by consumers. If tested from this research, many consumers feel facilitated by the Starbucks ID application and many will be useful to support their transactions.
Dengan perkembangan teknologi yang terjadi di Indonesia, Starbucks Indonesia menjadi salah satu perusahaan yang bergerak di bidang makanan yang ikut mengembangkan teknologi mereka dalam bentuk aplikasi. Dengan adanya teknologi yang baru pada sisi konsumen terkadang merasa terbantu dan dimudahkan dengan adanya teknologi tersebut, tetapi di sisi lain juga ada kecemasan teknologi baru. Maka dari penelitian ini, akan membahas mengenai teknologi yang digunakan Starbucks Indonesia, apakah dapat memudahkan konsumennya dan konsumen merasa lebih efektif serta efisien dengan adanya teknologi yang digunakan Starbucks Indonesia dalam menunjang transaksi konsumen. Penelitian ini memiliki unsur variabel Bermanfaat, Mudah Digunakan, Kesenangan, Kecemasan Teknologi, dan Kebutuhan Interaksi oleh Konsumen, jika diuji dari penelitian ini, banyak konsumen yang merasa dimudahkan dengan adanya aplikasi Starbucks ID dan banyak yang akan menggunakannya untuk menunjang transaksi mereka.
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