MINDFULNESS DAN RIDE-HAILING: MENJELAJAHI DAMPAKNYA TERHADAP NIAT PEMBELIAN MELALUI MODEL PENERIMAAN TEKNOLOGI

Authors

Rangga Anung A Universitas Trisakti
Kurniawati Kurniawati Universitas Trisakti
Yolanda Masnita Universitas Trisakti

DOI:

Keywords:

Mindfulness, Customer Satisfacion, Purchase Intention, Perceived ease of use, Perceived Usefulness

Abstract

Penelitian ini bertujuan menganalisis pengaruh variabel Mindfulness, dan variable TAM (Technology Accepetance Model) terhadap Purchase Intention dengan peran mediasi dari variabel Customer Satisfaction pada pengguna aplikasi ojek online (ride hailing). Sebanyak 130 responden berpartisipasi sebagai sampel dalam penelitian ini dengan menjawab pertanyaan-pertanyaan dalam kuesioner yang diajukan melalui survey. Dalam penelitian ini metode pengambilan sample menggunakan non-probability sampling, menggunakan teknik purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modeling (SEM), SPSS dan Software AMOS24. Hasil pengolahan data membuktikan pengaruh positif dari Mindfulness terhadap Perceived ease of use, pengaruh positif dari Perceived ease of use terhadap Perceived usefulness dan pengaruh positif dari Perceived ease of use terhadap Purchase intention yang dimediasi oleh Customer satisfaction. Hasil penelitian ini menjadi masukan bagi para penyedia layanan aplikasi ojek online untuk lebih meningkatkan layanan sehingga dapat menarik pengguna baru dan mempertahankan pengguna lama.

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