UTAUT MODEL IN EXPLAINING GOJEK CONSUMER LOYALTY: THE ROLE OF PERCEIVED VALUE AND TRUST AS MEDIATORS

저자(들)

  • Raphael Estefan UPH

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https://doi.org/10.19166/derema.v20i2.10177

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Perceived susceptibility##common.commaListSeparator## perceived severity##common.commaListSeparator## perceived value##common.commaListSeparator## trust##common.commaListSeparator## customer loyalty

초록

This study aims to test the UTAUT Model in Explaining Gojek Consumer Loyalty: The Role of Perceived Value and Trust as Mediators. This study uses a quantitative research type. The population in this study were people who played gamification such as TikTok or live streaming platforms as many as 321 people. The data collection method chosen was a questionnaire using a google form. The data analysis method was carried out using the Partial Least Squares Structural Equation Modeling (PLS-SEM) model. The conclusion of this study is that there is a positive influence between business expectations, performance expectations, social influences, facilitating conditions on perceived value. There is no positive and significant influence between perceived vulnerability, perceived severity on perceived value. There is a positive and significant influence between perceived value on trust. There is a positive and significant influence between perceived value on customer loyalty. There is no positive and significant influence between trust on customer loyalty. There is a positive and significant influence between business expectations, performance expectations, social influences, facilitating conditions on customer loyalty mediated by perceived value. There is no positive and significant influence between perceived vulnerability, perceived severity on customer loyalty mediated by perceived value. There is no positive and significant influence between effort expectancy, performance expectancy, social influence, facilitating conditions, perceived susceptibility, perceived severity towards customer loyalty mediated by trust.

Abstrak dalam Bahasa Indonesia 

Penelitian ini bertujuan untuk menguji Model UTAUT dalam Menjelaskan Loyalitas Konsumen Gojek: Peran Nilai yang Dirasakan dan Kepercayaan sebagai Mediator. Penelitian ini menggunakan jenis penelitian kuantitatif. Populasi dalam penelitian ini adalah masyarakat yang memainkan gamifikasi seperti TikTok atau platform live streaming sebanyak 321 orang. Metode pengumpulan data yang dipilih adalah kuesioner dengan menggunakan google form. Metode analisis data dilakukan dengan menggunakan model Partial Least Squares Structural Equation Modeling (PLS-SEM). Kesimpulan dari penelitian ini adalah terdapat pengaruh positif antara ekspektasi bisnis, ekspektasi kinerja, pengaruh sosial, kondisi yang memfasilitasi terhadap nilai yang dirasakan. Tidak terdapat pengaruh positif dan signifikan antara kerentanan yang dirasakan, keparahan yang dirasakan terhadap nilai yang dirasakan. Terdapat pengaruh positif dan signifikan antara nilai yang dirasakan terhadap kepercayaan. Terdapat pengaruh positif dan signifikan antara nilai yang dirasakan terhadap loyalitas pelanggan. Tidak terdapat pengaruh positif dan signifikan antara kepercayaan terhadap loyalitas pelanggan. Terdapat pengaruh positif dan signifikan antara ekspektasi bisnis, ekspektasi kinerja, pengaruh sosial, kondisi yang memfasilitasi terhadap loyalitas pelanggan yang dimediasi oleh nilai yang dirasakan. Tidak terdapat pengaruh positif dan signifikan antara kerentanan yang dirasakan dan tingkat keparahan yang dirasakan terhadap loyalitas pelanggan yang dimediasi oleh nilai yang dirasakan. Tidak terdapat pengaruh positif dan signifikan antara ekspektasi upaya, ekspektasi kinerja, pengaruh sosial, kondisi pendukung, kerentanan yang dirasakan, dan tingkat keparahan yang dirasakan terhadap loyalitas pelanggan yang dimediasi oleh kepercayaan.

 

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2025-09-12

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호. 20 번호. 2 (2025): Vol. 20 No.2 (2025): September

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