Lavenia, Binti Clara (2018) Pengaruh Technology Acceptance Model (TAM) sdan Electronic Wod of Mouth (EWOM) Terhadap Kepuasan Pelanggan (Survei Pada Pelanggan Gojek di Kota Kediri). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui: (1) Pengaruh Technology Acceptance Model (TAM) (X1)) secara parsial terhadap Kepuasan Pelanggan (Y). (2) Pengaruh Electronic Word of Mouth (EWOM) (X2) secara parsial terhadap Kepuasan Pelanggan (Y). (3) Pengaruh Technology Acceptance Model (TAM) (X1) dan Electronic Word of Mouth (EWOM) (X2) secara bersama-sama terhadap Kepuasan Pelanggan. Jenis Penelitian yang digunakan adalah penelitian penjelasan (explanatory research). Sampel yang digunakan dalam penelitian ini sebanyak 130 orang responden yang merupakan pelanggan Gojek di Kota Kediri. Teknik pengambilan sampel dengan menggunakan teknik purposive sampling. Metode pengumpulan data dengan menyebarkan kuisioner. Teknik Analisis data yang digunakan dalam penelitian ini adalah dengan menggunakan analisi deskriptif dan analisis regresi linier berganda. Hasil dari penelitian ini menunjukan bahwa: (1) Secara parsial variabel Technology Acceptance Model (TAM) (X1) berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan (Y) dengan koefisien regresi (b) sebesar 0.446 dan nilai signifikansi t sebesar 0.000 <α (0.05). (2) Secara parsial variabel Electronic Word of Mouth (EWOM) (X2) berpengaruh positif dan tidak signifikan terhadap Kepuasan Pelanggan (Y) dengan nilai koefisien regresi (b) sebesar 0.054 dan nilai signifikansi t sebesar 0.086 >α (0.05). (3) Secara simultan variabel Technology Acceptance Model (TAM) (X1) dan Electronic Word of Mouth (EWOM) (X2) berpengaruh signifikan Terhadap Kepuasan Pelanggan (Y) dengan nilai signifikansi F 0.000 <α (0.05) dan mempunyai kontribusi terhadap Kepuasan Pelanggan (Y) sebesar 0,514 (51,4%) sedangkan sisanya dipengaruhi atau dijelaskan oleh variabel lain yang yang tidak dimasukkan dalam model penelitian ini. Untuk peneliti selanjutnya yang tertarik untuk meneliti fenomena terkait kepuasan pengguna khususnya pada sebuah aplikasi yang berbasis teknologi diharapkan dapat memperluas variabel yang diteliti guna mengetahui konsep Kepuasan Pelanggan pengguna Gojek
English Abstract
This study is to determine: (1) Knowing the influence of Technology Acceptance Model (TAM) (X1) to the interest in Customer Satisfaction (Y) partially. (2) Knowing the influence of Electronic Word of Mouth (EWOM) (X2 ) to the interest in Customer Satisfaction (Y) partially. (3) Knowing the influence of Technology Acceptance Model (TAM) (X1) and Electronic Word of Mouth (EWOM) (X2) to the interest in Customer Satisfaction (Y) simultaneously. Type of this research is used explanatory research. The sample in this research are 130 respondents who is a user of Gojek in Kediri. Technique sampling using purposive technique sampling. Methods of collection data by spreading questionnaires. Analysis data is analysis descriptive and multiple linear regression analysis. This results showed that : (1) Technology Acceptance Model (TAM) (X1) influencing positive and significant to Customer Satisfaction (Y) partially with coefficient regression (b) is 0.446 and t significance value is 0.000 <α (0.05). (2) Electronic Word of Mouth (EWOM) (X2 ) influencing positive and not significant to Customer Satisfaction (Y) partially with coefficient regression (b) is 0.054 and t significance value is 0.080 >α (0.05). (3) Technology Acceptance Model (TAM) (X1) and Electronic Word of Mouth (EWOM) (X2) influencing significant to Customer Satisfaction (Y) simultaneously, it is proved by F significance value is 0.000 <α (0.05) and both have contribution on Customer Satisfaction (Y) of 0,514 (51,4%). However the rest of result is affected by other variables which are not research edin this research. For futher reasearchers who are interested to examine the phenomena related to customer satisfaction, especially in a technology based application is expected to expand the variables studied in order to know the concept of customer satisfaction Gojek users.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/641/051808427 |
| Uncontrolled Keywords: | Technology Acceptance Model (TAM), Electronic Word of Mouth (EWOM), Kepuasan Pelanggan- Technology Acceptance Model (TAM), Electronic Word of Mouth (EWOM), Customer Satisfaction |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 22 May 2019 02:14 |
| Last Modified: | 25 Oct 2021 06:29 |
| URI: | http://repository.ub.ac.id/id/eprint/162363 |
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