Pengaruh persepsi penggunaan aplikasi terhadap customer satisfaction dan repurchase intention pada sebuah aplikasi e-groceries
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Abstract
This research aims to examine the influence of perceived usefulness and perceived enjoyment on customer satisfaction and repurchase intention in the context of e-groceries application usage, collected through questionnaires from 269 respondents who are active users of e-groceries applications. Data analysis was conducted using the PLS-SEM method via the SmartPLS 4.0 application. The research results indicate that perceived usefulness has a positive and significant effect on customer satisfaction and repurchase intention. Furthermore, perceived enjoyment also proves to have a positive and significant effect on customer satisfaction and repurchase intention. The implication of this research is that to encourage the development of e-groceries applications, developers need to focus on enhancing the usability and enjoyment aspects of the application that can be felt by users to increase customer satisfaction and encourage their intention to repurchase.
Penelitian ini memiliki tujuan untuk menguji pengaruh persepsi kegunaan dan persepsi kesenangan terhadap kepuasan pelanggan dan niat pembelian ulang dalam konteks penggunaan aplikasi e-groceries yang dikumpulkan melalui kuesioner dari 269 responden yang merupakan pengguna aktif dari aplikasi e-groceries. Analisis data dilakukan dengan menggunakan metode PLS-SEM melalui aplikasi SmartPLS 4.0. Hasil penelitian menunjukkan bahwa persepsi kegunaan berpengaruh positif dan signifikan terhadap kepuasan pelanggan dan niat pembelian ulang. Selain itu, persepsi kesenangan juga terbukti memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan dan niat pembelian ulang. Implikasi dari penelitian ini yaitu yang menjadi dorongan agar aplikasi e-groceries ini dapat berkembang, maka pembuat aplikasi perlu fokus dalam meningkatkan kegunaan dan aspek kesenangan aplikasi yang dapat dirasakan oleh pengguna untuk meningkatkan kepuasan pelanggan dan mendorong niat mereka untuk melakukan pembelian ulang.
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