MODEL TERINTEGRASI DARI CONSUMER INTENTION TO USE SERVICE INNOVATION

Authors

Sri Vandayuli Riorini

Synopsis

Abstak

Tujuan dari penelitian ini adalah untuk menganalisis secara terintegrasi pengaruh Perceived ease of use, Perceived price fairness, Satisfaction with existing service, Fashion consciousness, Risk averseness, Brand image, Consumen attitude toward service innovation terhadap Consumer intention to use service innovation. Resonden yang digunakan sebagai sampel dalam penelitian ini sebanyak 200 responden pemngguna m-banking BCA. Teknik pengambilan sampel menggunakan Teknik SEM. Hasil Uji Hipotesis menunjukkan bahwa terdapat pengaruh positif Perceived ease of use, Perceived price fairness, dan Brand image terhadap Consumer attitude toward service innovation terhadap Consumer intention to use service innovation. Namun, Fashion consciousness tidak berpengaruh terhadap Consumer intention to use service innovation. Disamping itu, terdapa tpengaruh negative Satisfaction with existing service, Risk averseness terhadap Consumer intention to use service innovation serta terdapat pengaruh positif Consumer intention to use service innovation terhadap Consumers intention to use service innovations.

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Published
February 6, 2019
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