Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2023

Building Customer Intention to Reuse Mobile Applications (Study Case of Flash Coffee)

Skripsi, 003 / 2023 / IM
Undergraduate Theses from JBPTPPOLBAN / 2023-11-30 11:33:59
Oleh : 195264005 - Baptista Varani Cemara Ardi
Dibuat : 2023-11-30, dengan 4 file

Keyword : Extended TAM; Innovation Resistance Theory; Intention to Reuse; Mobile Application; Food Delivery Apps


Deskripsi Alternatif :

Mobile apps are one of the choices for users when ordering food and drinks online. The intensity of use of mobile applications is expected to grow rapidly due to consumer loyalty, brand image, and perceived quality. which can influence consumer perceptions of the usability and convenience of certain brand applications. However, the intensity of using Flash Coffee Apps is still low. This is likely due to technological resistance barriers to applications. Therefore, this study uses a comparative analysis of two generations, namely Gen Y and Gen Z, to understand whether age groups influence Flash Coffee consumers' perceived barriers to accepting new technology. This research uses Extended TAM (Brand Loyalty, Brand Image, Perceived Quality, Perceived Usefulness, Perceived Ease of Use, and Intention to Reuse) and Innovation Resistance Theory (Risk Barrier, Usage Barrier, Tradition Barrier, and Imager Barrier). Using a mixed methods between a quantitative approach by distributing questionnaires to 423 respondents in Indonesia and a qualitative approach by interviewing 5 informants who using Flash Coffee Apps. The results were processed using SmartPLS and SPSS. This study indicate that intensity of using Flash Coffee Apps which is caused by convenience (perceived by Gen Z) and usability related to application benefits (perceived by Gen Y). Based on the results of effect size research, brand loyalty has correlation on perceived usefulness towards increasing the intensity of using food delivery apps.

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  • Supervisor: Dr. Lusianus Kusdibyo, MBA.

    Co-Supervisor: Wahyu Rafdinal, S.E., M.M., Editor: Erlin Arvelina