FAKTOR-FAKTOR YANG MEMPENGARUHI BEHAVIORAL INTENTION TO USE GORIDE PADA PENGGUNA APLIKASI GOJEK DI DKI JAKARTA

Arnetta Digna Alifya, Irma Satya Indriyanti

Abstract


Penelitian ini bertujuan untuk menentukan pengaruh trust, perceived ease of use, subjective norm, perceived usefulness, dan perceived price terhadap behavioral intention to use GoRide pada pengguna aplikasi Gojek di DKI Jakarta.Desain penelitian yang digunakan dalam penelitian ini adalah penelitian deskriptif dan penelitian kausalitas, di mana variabel diukur dengan skala 5 poin likert. Penelitian ini menggunakan data primer dengan mendistribusikan kuesioner dan mendapatkan 211 responden. Teknik sampling yang digunakan dalam penelitian ini adalah non-probability sampling dengan metode purposive sampling. Data penelitian dianalisis menggunakan regresi berganda. Hasil penelitian ini menunjukkan bahwa trust dan perceived ease of use tidak berpengaruh terhadap behavioral intention to use GoRide pada pengguna aplikasi Gojek di DKI Jakarta sementara subjective norm, perceived usefulness, dan perceived price secara positif mempengaruhi behavioral intention to use GoRide pada pengguna aplikasi Gojek di DKI Jakarta.


Keywords


trust; perceived ease of use; subjective norm; perceived usefulness; perceived price; behavioral intention to use

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References


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