Wirahutomo, Gusti Agung (2017) Pengaruh Persepsi Kegunaan (Perceived Usefulness), Persepsi Kemudahan (Perceived Ease of Use) terhadap Niat Perilaku (Behavioural Intention) Dalam Mengakses Channel Youtube Endank Soekamti Dengan Sikap Penggunaan (Attitude Toward Using) Sebagai Mediasi. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilatarbelakangi oleh pentingnya peranan sosial media yang menjadi salah satu media yang dapat membantu dalam hal mengenalkan produk atau jasa kepada konsumen. Pada saat ini konsumen sangatlah pandai dalam mencari informasi mengenai produk atau jasa yang diinginkan. Pemasar dituntut untuk lebih beradaptasi dengan perkembangan teknologi agar dapat mempengaruhi niat perilaku (Behavioural Intention) konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh persepsi kegunaan (perceived usefulness), persepsi kemudahan (perceived ease of use) terhadap niat perilaku (Behavioural Intention) melalui sikap penggunaan (attitude toward using). Studi dilakukan pada pengakses channel Youtube Endank Soekamti. Jenis penelitian yang dilakukan adalah explanatory research dengan metode survey. Sampel berjumlah 170 responden dengan teknik pengambilan sampel purposive sampling. Penelitian ini menggunakan analisis Partial least Square (PLS). Uji instrumen penelitian meliputi uji outer model, uji inner model, dan uji hipotesis. Uji hipotesis langsung menggunakan t-test sedangkan hipotesis tidak langsung menggunakan uji sobel. Hasil penelitian ini menunjukkan bahwa persepsi kegunaan (perceived usefulness) dan persepsi kemudahan (perceived ease of use) berpengaruh positif dan signifikan terhadap sikap penggunaan (attitude toward using). Sikap penggunaan (attitude toward using) juga berpengaruh positif dan signifikan terhadap niat perilaku (Behavioural Intention). Sedangkan melalui pengaruh tidak langsung, sikap penggunaan (attitude toward using) secara positif dan signifikan memediasi pengaruh persepsi kegunaan (perceived usefulness) dan persepsi kemudahan (perceived ease of use) terhadap niat perilaku (Behavioural Intention).
English Abstract
This research is based on the importance of social media that can help people introduce their products or services to consumers. Consumers nowdays are very smart in finding information regarding the products or services they desire. Marketers are required to be more adaptable, in terms of technological development, so they are able to influence the behavioural intention of consumers. This research aims at finding out the influence of perceived usefulness, perceived ease of use on behavioural intention through attitude toward using. The study is carried out on the viewers of Endank Soekamti Youtube channel. This explanatory research uses a survey to a sample of 170 respondents who are selected trough purposive sampling technique. This research uses Partial Least Square (PLS) in its analysis. The instrument of the research is tested using outer model test, inner model test, and hypothesis test. The direct hypothesis test uses t-test, and the indirect hypothesis test uses Sobel test. The result of this research shows that perceived usefulness and perceived ease of use influence the attitude toward using in a positive and significant way. The attitude toward using also affects the behavioural intention in the same manner, whereas, through indirect influence, the attitude toward using positively and significantly mediates the influence of perceived usefulness and perceived ease of use on behaviour intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/286/051705440 |
| Uncontrolled Keywords: | Persepsi Kegunaan (Perceived Usefulness),Persepsi Kemudahan (Perceived Ease of Use), Sikap penggunaan (Attitude Toward Using), Niat Perilaku (Behavioural Intention) |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Sugiantoro |
| Date Deposited: | 19 Jul 2017 08:11 |
| Last Modified: | 11 Nov 2020 03:19 |
| URI: | http://repository.ub.ac.id/id/eprint/383 |
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