WIDYATI, CAHYA MAHITA (2023) PENGARUH SUBJECTIVE NORM, CUSTOMER EXPERIENCE, DAN TRUST TERHADAP INTENTION TO USE YANG DIMEDIASI OLEH ATTITUDE TOWARD BEHAVIOR PADA LAYANAN GOPAY DI DAERAH ISTIMEWA YOGYAKARTA. Other thesis, UPN "Veteran" Yogyajarta.
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Abstract
PENGARUH SUBJECTIVE NORM, CUSTOMER EXPERIENCE, DAN
TRUST TERHADAP INTENTION TO USE YANG DIMEDIASI OLEH
ATTITUDE TOWARD BEHAVIOR PADA LAYANAN GOPAY
DI DAERAH ISTIMEWA YOGYAKARTA
Cahya Mahita Widyati
NIM. 141190082
Mahasiswa Program Studi Manajemen
Fakultas Ekonomi dan Bisnis UPN “Veteran” Yogyakarta
Email : 141190082@student.upnyk.ac.id
ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh langsung maupun tidak
langsung dari Subjective Norm, Customer Experience, dan Trust terhadap Intention
to Use dengan Attitude Toward Behavior sebagai variabel mediasi pada layanan
Gopay. Objek penelitian ini merupakan 105 orang di Daerah Istimewa Yogyakarta.
Pengambilan sampel menggunakan Teknik non probability dengan jenis sampling
sampling purposive. Metode analisis data dalam penelitian ini menggunakan
analisis SEM dengan program SmartPLS. Hasil penelitian menunjukkan bahwa :
(1) Subjective norm tidak memiliki pengaruh signifikan dan positif terhadap
intention to use, (2) Customer experience memiliki pengaruh signifikan dan positif
terhadap intention to use, (3) Trust tidak memiliki pengaruh signifikan dan negatif
terhadap intention to use, (4) Attitude toward behavior memiliki pengaruh
signifikan dan positif terhadap intention to use, (5) Trust memiliki pengaruh
signifikan dan positif terhadap attitude toward behavior, (6) Trust memiliki
pengaruh signifikan dan positif terhadap intention to use yang dimediasi oleh
attitude toward behavior.
Kata kunci : Intention to Use, Subjective Norm, Customer, Trust, Attitude Toward
Behavior, Gopay
THE INFLUENCE OF SUBJECTIVE NORM, CUSTOMER
EXPERIENCE, AND TRUST ON INTENTION TO USE MEDIATED BY
ATTITUDE TOWARD BEHAVIOR ON GOPAY SERVICES IN DAERAH
ISTIMEWA YOGYAKARTA
Cahya Mahita Widyati
NIM. 141190082
Management Study Program
Faculty of Economics and Business UPN “Veteran” Yogyakarta
Email : 141190082@student.upnyk.ac.id
ABSTRACT
This study aims to determine the direct or indirect effect of Subjective Norms,
Customers, and Trust on Intention to Use with Attitude Toward Behavior as a
mediating variable in Gopay services. The object of this research is 105 people in
the Special Region of Yogyakarta. Sampling using non-probability technique with
purposive sampling type. The data analysis method in this study uses SEM analysis
with the SmartPLS program. The results of the study show that: (1) Subjective
norms do not have a significant and positive effect on intention to use, (2) Customer
experience has a significant and positive effect on intention to use, (3) Trust does
not have a significant and negative effect on intention to use , (4) Attitude toward
behavior has a significant and positive effect on intention to use, (5) Trust has a
significant and positive effect on attitude toward behavior, (6) Trust has a
significant and positive influence on intention to use which is mediated by attitude
toward behavior .
Keywords: Intention to Use, Subjective Norm, Customer, Trust, Attitude Toward
Behavior, Gopay
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Intention to Use, Subjective Norm, Customer, Trust, Attitude Toward Behavior, Gopay |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Eko Yuli |
| Date Deposited: | 16 Jun 2023 02:19 |
| Last Modified: | 16 Jun 2023 02:19 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/35961 |
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