FAKTOR-FAKTOR YANG MEMPENGARUHI NIAT PEMBELIAN KONSUMEN TERHADAP PRODUK MIE GACOAN PADA LAYANAN SHOPEEFOOD

Fahmi Aulia Rahman; Raden Roro Ratna Roostika

doi:10.31955/mea.v8i1.3949

Fahmi Aulia Rahman Universitas Islam Indonesia, Yogyakarta
Raden Roro Ratna Roostika Universitas Islam Indonesia, Yogyakarta

DOI: https://doi.org/10.31955/mea.v8i1.3949

Abstract

Pesatnya perkembangan teknologi juga berpengaruh pada inovasi dan pemasaran produk baru telah terjadi, yaitu mengubah cara konsumen mengakses produk dan layanannya. Tidak sedikit penggunaan media sosial semakin berkembang dan banyak bermunculan bisnis-bisnis yang membuat iklan, membuat bisnisnya semakin maju. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Social Influences, Performance Expectancy, Effort Expectancy, dan Trust terhadap Purchase Intention. Populasi yang digunakan yaitu konsumen generasi milenial dan generasi Z yang berusia kurang dari 20 tahun hingga lebih dari 40 tahun. Penelitian ini menggunakan data primer, yaitu data yang diperoleh melalui pengumpulan data yang dilakukan sendiri. Metode pengumpulan data secara purposive karena penelitian ini memerlukan data dari responden yang pernah menggunakan layanan pesan-antar makanan melalui aplikasi ShopeeFood. Hasil dari penelitian ini menunjukan bahwa Social Influence tidak berpengaruh terhadap Purchase Intention. Penelitian ini juga menunjukan bahwa Effort Expectancy tidak berpengaruh terhadap Purchase Intention. Temuan dari penelitian ini mendapatkan hasil Performance Expectancy tidak berpengaruh terhadap Purchase Intention. Kemudian terdapat dua hasil positif pada penelitian ini, yaitu Trust memiliki dampak positif terhadap Effort Expectancy dan Trust berpengaruh positif terhadap Performance Expectancy. Temuan terakhir penelitian ini menunjukan bahwa Trust tidak berpengaruh terhadap Purchase Intention.

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