RESPON PENGGUNA TERHADAP EFEKTIVITAS CHATBOT PEVITA PEGADAIAN: MEMAHAMI UPAYA PEMASARAN CHATBOT

Kusumawardani, Dina (2023) RESPON PENGGUNA TERHADAP EFEKTIVITAS CHATBOT PEVITA PEGADAIAN: MEMAHAMI UPAYA PEMASARAN CHATBOT. Other thesis, STIE Bank BPD Jateng.

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Abstract

This research was conducted to investigate (psychological) predictors that influence attitudes and behavioral intentions to use chatbots. This study suspects the effect of the positive attitude/behavior of Pevita Pegadaian chatbot users if the Pevita chatbot can provide perceived usefulness, perceived convenience, and usability can provide solutions to chatbot users. The method in this study used a quantitative method using 100 samples of Pevita chatbot users. The analytical method of this study uses SEM-PLS with the results showing that perceived usefulness, perceived usefulness, and attitude towards the brand have an effect on behavioral intention while perceived ease-of-use does not have an effect on behavioral intention. Perceived ease-of-use and perceived usefulness have an effect on attitudes towards brands, while perceived usefulness has no effect on attitudes towards brands. Attitudes toward the brand mediated relationship between perceived ease of use,perceived helpfulness and behavioral intention but did not mediate the relationship between perceived usefulness and behavioral intention. Keyword: attitude toward the brand, behavioral intention, perceived ease-of-use, perceived helpfulness, perceived usefulness

Item Type:	Thesis (Other)
Additional Information:	Penelitian ini dilakukan untuk menyelidiki prediktor (psikologis) yang mempengaruhi sikap dan niat perilaku untuk menggunakan chatbot. Penelitian ini menduga efek positif sikap/perilaku pengguna chatbot Pevita Pegadaian apabila chatbot Pevita dapat memberikan kegunaan yang dirasakan, kemudahan yang dirasakan, dan manfaatnya dapat memberikan solusi kepada pengguna chatbot. Metode dalam penelitian ini menggunakan metode kuantitatif menggunakan 100 sampel user chatbot Pevita. Metode analisis penelitian ini menggunakan SEM-PLS dengan hasil penelitian menunjukan bahwa perceived usefulness, perceived helpfulness, dan attitude toward the brand berpengaruh pada behavioral intention sedangkan perceived ease-of-use tidak berpengaruh pada behavioral intention. Perceived ease-of-use dan perceived helpfulness berpengaruh terhadap attitude toward the brand, sedangkan perceived usefulness tidak berpengaruh terhadap Attitude toward the brand. Attitude toward the brand memediasi hubungan antara perceived ease-of-use, perceived helpfulness dan behavioral intention tetapi tidak memediasi hubungan perceived usefulness dan behavioral intention.
Uncontrolled Keywords:	attitude toward the brand, behavioral intention, perceived ease-of-use, perceived helpfulness, perceived usefulness
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	02 Sep 2023 07:57
Last Modified:	02 Sep 2023 07:57
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/1384

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