Analisis intensi lanjutan pengguna aplikasi Tokopedia: Peran kepuasan sebagai pemediasi
Abstract
Penelitian ini bertujuan untuk menganalisis “Pengaruh Perceived Usefulness dan Confirmation terhadap Continuance Intention Pengguna Aplikasi Tokopedia Dimediasi Oleh Satisfaction”. Populasi dalam penelitian ini adalah seluruh pengguna aplikasi Tokopedia dan sampel dalam penelitian ini adalah pengguna aplikasi Tokopedia se-Kota Padang minimal 1 kali menggunakan aplikasi Tokopedia untuk belanja online. Jumlah sampel pada penelitian ini sebanyak 200 responden. Pengumpulan data dilakukan melalui kuesioner online (google form) dan pengelolaan data menggunakan software SmartPLS 3.0. Hasil penelitian ini menunjukkan bahwa (1) Perceived Usefulness berpengaruh positif dan signifikan terhadap satisfaction pengguna aplikasi Tokopedia. (2) Confirmation berpengaruh positif dan signifikan terhadap satisfaction pengguna aplikasi Tokopedia. (3) Satisfaction berpengaruh positif dan signifikan terhadap continuance intention pengguna aplikasi Tokopedia. (4) Perceived Usefulness berpengaruh positif dan signifikan terhadap continuance intention melalui satisfaction sebagai variabel intervening. (5) Confirmation berpengaruh positif dan signifikan terhadap continuance intention melalui satisfaction sebagai variabel mediasi.
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DOI: http://dx.doi.org/10.24036/jkmw02131550