PENGUKURAN PERILAKU PENGGUNA PRODUK APPLE MENGGUNAKAN PERSPEKTIF EXPECTATION CONFIRMATION THEORY DAN FLOW THEORY

Diandra Kusuma Efendy; Wira Bharata

doi:10.31539/costing.v7i1.13916

Diandra Kusuma Efendy Universitas Mulawarman
Wira Bharata Universitas Mulawarman

DOI: https://doi.org/10.31539/costing.v7i1.13916

Keywords: Expectation Confirmation Theory (ECT), Experience, Flow, Kepuasan

Abstract

Penelitian ini bertujuan untuk mengetahui kepuasan dan niat keberlanjutan penggunaan produk Apple pada konsumen di Kota Samarinda melalui model Expectation Confirmation Model (ECM) yang telah melalui perkembangkan dari Expectation Confirmation Theory (ECT). Jenis penelitian ini adalah penelitian Asosiatif. Teknik pengumpulan data dilakukan dengan menyebarkan kuesioner penelitian yang memiliki beberapa pertanyaan dimana setiap pertanyaan mendeskripsikan setiap indikator variabel. Teknik pengambilan sampel dengan non-probability sampling, dengan menggunakan pendekatan purposive sampling dengan total responden 100 orang. Teknik analisis data yang digunakan ialah menggunakan analisis structural equation model (SEM) dengan alat bantu software SmartPLS 4. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh yang signifikan antara variabel Brand Experience terhadap Satisfaction, Flow terhadap Satisfaction, dan Satisfaction terhadap Continuance Intention. Namun tidak memiliki pengaruh signifikan antara variabel Brand Experience terhadap Flow, dan Flow terhadap Continuance Intention.

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