Ritonga, Nursakinah (2019) Pengaruh Perceivedn ease Of Use, Discount, Dan Perceived Usefulness Terhadap Niat Penggunaan Aplikasi Grab Dan Dampaknya Terhadap Keputusan Pembelian Jasa Grab (Studi Pada Mahasiswa S1 Prodi Administrasi BisnissAngkatan 2017 dan 2018 Fakultas Ilmu Administrasi, Universitas Brawijaya , Malang). Magister thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini adalah untuk menjelaskan dan menganalisis pengaruh Perceived Ease of Use, Discount, Perceived Usefulness terhadap Niat Penggunakan aplikasi Grab dan dampaknya terhadap Keputusan Pembelian jasa Grab. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan explanatory research. Populasi penelitian ini adalah mahasiswa S1 tahun 2017 dan 2018 program studi administrasi bisnis Fakultas ilmu administrasi, Universitas Brawijaya, Malang yang berjumlah 734 orang. Untuk menentukan sampel dari populasi, peneliti menggunakan rumus Yamane sehingga memperoleh jumlah responden sebanyak 90 orang. Teknik sampling penelitian ini adalah teknik purposive sampling dengan jumlah sampel diambil secara proporsional mengikuti jumlah mahasiswa tahun 2017 dan tahun 2018. Metode pengumpulan data menggunakan kuesioner yang disebar ke kelas-kelas responden dan dihitung dengan skala likert. Data dianalisis dengan menggunakan analisis jalur menggunakan SPSS. Metode analisis data terdiri dari Uji instrument, Uji Deskriptif, uji statistik inferensial, uji hipotesis dengan path ananlysis. Hasil penelitian ini menunjukkan bahwa Perceived Ease of Use, Discount, Perceived Usefulness memiliki pengaruh positif dan signifikan terhadap Niat Penggunaan aplikasi Grab. Kemudian variabel Perceived Ease of Use, Discount, Niat Penggunaan aplikasi Grab juga memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Sedangkan variabel Perceived Usefulness memiliki pengaruh tidak signifikan terhadap keputusan pembelian.
English Abstract
The purpose of this study is to explain and analyze the influence of Perceived Ease of Use, Discount, Perceived Usefulness on Intention to Use the Grab application and its impact on Grab service purchasing decisions. This study uses a quantitative approach using explanatory research. The population of this study is the 2017 and 2018 bachelor students of business administration study programs at the Faculty of Administrative Sciences, Brawijaya University, Malang with a total of 734 people. To determine the sample of the population, researchers used the Yakane formula to obtain the number of respondents as many as 90 people. The sampling technique of this study was purposive sampling technique with the number of samples taken proportionally following the number of students in 2017 and 2018. The method of data collection used a questionnaire distributed to the respondent classes and calculated using a Likert scale.Data analysis methods consist of test instruments,descriptive statistic analysis inferential statistic testing and hypothesis testing with path ananlysisby SPSS. The results of this study indicate that the Perceived Ease of Use, Discount, Perceived Usefulness has a positive and significant effect on the Intention of Using the Grab application. Then the variable Perceived Ease of Use, Discount, Intention to Use the Grab application also has a positive and significant influence on purchasing decisions. While the Perceived Usefulness variable has not significant effect on Purchasing Decisions.
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.834 3/RIT/p/2019/041909574 |
| Uncontrolled Keywords: | CONSUMER BEHAVIOR, CONSUMER BEHAVIOR - SOCIAL ASPECTS |
| 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: | S2/S3 > Magister Administrasi Bisnis, Fakultas Ilmu Administrasi |
| Depositing User: | Endang Susworini |
| Date Deposited: | 22 Nov 2019 04:26 |
| Last Modified: | 22 Nov 2019 04:26 |
| URI: | http://repository.ub.ac.id/id/eprint/176017 |
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