ANTESEDEN DARI USER SATISFACTION SERTA DAMPAKNYA TERHADAP REUSE INTENTION DAN E-WOM PADA PENGGUNA APLIKASI HALODOC GENERASI Z

Authors

Ory Laras Fitkarani Universitas Pelita Harapan Jakarta
Ardi Ardi Universitas Pelita Harapan Jakarta
Richard Andre Sunarjo Universitas Pelita Harapan Jakarta
Dewi Wuisan Universitas Pelita Harapan Jakarta

DOI:

Keywords:

User Satisfaction, Reuse Intention, E-Wom, Modifikasi Servqual, Health Consciousness.

Abstract

Penelitian ini bertujuan untuk menganalisis anteseden dari user satisfaction serta dampaknya terhadap reuse intention dan electronic word of mouth (e-WOM) pada pengguna aplikasi Halodoc dari kalangan Generasi Z. Variabel-variabel anteseden yang diteliti meliputi content quality, engagement, privacy, reliability, dan usability. Variabel user satisfaction berperan sebagai variabel mediasi, sedangkan health consciousness diuji sebagai variabel pemoderasi. Penelitian ini merupakan studi potong lintang dengan pendekatan kuantitatif. Data dikumpulkan melalui penyebaran kuesioner daring yang disusun berdasarkan skala Likert dan diisi oleh 99 responden pengguna Halodoc berusia 13–28 tahun (Generasi Z). Teknik analisis data menggunakan metode Partial Least Squares – Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 4. Hasil analisis menunjukkan bahwa tidak seluruh anteseden memiliki pengaruh positif signifikan terhadap user satisfaction. Selain itu, user satisfaction juga berpengaruh positif terhadap reuse intention dan e-WOM. Pengujian variabel moderasi menunjukkan bahwa health consciousness terbukti memoderasi hubungan antara user satisfaction dan reuse intention, namun tidak memoderasi secara signifikan hubungan antara user satisfaction dan e-WOM. Temuan ini memberikan implikasi praktis bagi pengembang aplikasi kesehatan digital untuk meningkatkan kualitas layanan dan kepuasan pengguna demi mendorong keberlanjutan penggunaan dan promosi dari mulut ke mulut secara digital.

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