THE ROLE OF CONSUMER EASY AND CONSUMER CONFIDENCE IN FORMING INTEREST PURCHASE ON GO-FOOD SERVICES

Deandra Vidyanata

Abstract


Change and development of technology is something that cannot be denied anymore in the industrial era 4.0. This can be a challenge and an opportunity for Micro, Small and Medium Enterprises (MSME) entrepreneurs depending on how the MSMEs are responding to the development of information technology. The development of information technology is accompanied by the proliferation of various online applications to facilitate people’s lives in this digital age, one of which is the GoJek application. Go-Jek is the first digital-based motorcycle taxi application in Indonesia that offers a variety of services for its users, one of which is the delivery service available in the Go-Food service. This study aims to analyze the effect of perceived ease of use and trust on the repurchase interest in Go-Food features in the Go-Jek application. The sampling technique used in this study is purposive sampling using a Partial Least Square analysis tool with a population of all users of Go-Food services in the city of Surabaya. The results of this study are that without consumer confidence in the application provider, the convenience offered by an application is not able to cause the formation of repurchase interest. The results of this study are expected to be a theoretical basis for SMEs to encourage SMEs to take advantage of the opportunities gained from technological developments in this digital era.

Keywords


Perceived Ease of Use; Trust; Repurchase Intention

Full Text:

PDF

References


Abdillah, W. & Hartono, J. 2015. Partial Least Square (PLS) - Alternatif Structural Equation Modeling (SEM) dalam Penelitian Bisnis. Yogyakarta: Penerbit ANDI.

Adams, Dennis, A., Nelson, R.R., & Todd, Peter, A. 1992. Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication. MIS Quarterly, 16(2), 227–247

Adel A.K. 2014. The Effect of Trust and Risk Perception on Citizen’s Intention to Adopt and Use E-Government Services in Jordan. Journal of Service Science and Management.

Ajzen, I. & Fishbein, M. 1980. Understanding Attitudes and Predicting Social Behavior, Prentice Hall, Englewood Scliffs, NJ.

Ajzen, I. 1988). Attitudes, Personality, dan Behavior. Chicago: Dorsey Press.


Refbacks

  • There are currently no refbacks.




Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

View My Stats 

Copyright ©2018 Universitas Ciputra