PENGARUH ADOPSI AUGMENTED REALITY DALAM KAMPANYE PEMASARAN TERHADAP PENINGKATAN CONTINUANCE INTENTION TO USE (STUDI PADA PENGGUNA APLIKASI SUPERNATA)

SUMAYYAH AZIZ, . (2025) PENGARUH ADOPSI AUGMENTED REALITY DALAM KAMPANYE PEMASARAN TERHADAP PENINGKATAN CONTINUANCE INTENTION TO USE (STUDI PADA PENGGUNA APLIKASI SUPERNATA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui hubungan antara Perceived Usefulness, Perceived Ease of Use, User Experience dan Continuance Intention to Use pada aplikasi Supernata. Studi ini menggunakan pendekatan kuantitatif dengan metode pengumpulan data melalui kuesioner daring yang disebarkan kepada pengguna aplikasi Supernata. Populasi penelitian ini adalah pengguna aplikasi Supernata, dengan sampel yang ditentukan menggunakan teknik purposive sampling sebanyak 200 responden yang berpartisipasi dalam penelitian ini, dengan total 18 indikator. Data dikumpulkan melalui kuesioner dengan menggunakan skala Likert untuk mengukur presepsi responden terhadap indikator penelitian. Pengolahan data dilakukan dengan metode SEM-PLS. Dari 7 hipotesis yang diajukan, 5 diantaranya memiliki hasil yang signifikan, sementara 2 lainya ditolak. Hasil penelitian ini menunjukkan bahwa adopsi Augmented Reality memiliki pengaruh signifikan antara Perceived Usefulness, Perceived Ease of Use, User Experience dan Continuance Intention to Use. Namun, Perceived Ease of Use tidak signifikan dengan User Experience dan Continuance Intention to Use. ***** This Study aims to excamine the relationships between Perceived Usefulness, Perceived Ease of Use, User Experience, and Continuance Intention to Use in Supernata App. The study employed a quantitative approach, with data collected through online quiestionnaires distributed to Supernata Application users. The population of this study consisted of Supernata application users, with a sample determined using purposive sampling techniques, involving 200 respondents and a total of 18 indicators. Data were collected using a Likert scale to measure respondents perceptions of the research indicators. Data analysis was conducted using the SEM-PLS method. Out of the 7 hypotheses proposed, 5 were found to be significant, while the remaining two were rejected. The results of this study indicate that the adoption of Augmented Reality significantly influences the relationships between Perceived Usefulness, Perceived Ease of Use, User Experience and Continuance Intention to Use. However, Perceived Ease of Use was found to have no significant impact on User Experience and Continuance Intention to Use.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Osly Usman, M.Bus. ; 2). Dr. Terrylina Arvinta Monoarfa, SE., MM.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Users 27094 not found.
Date Deposited:	03 Mar 2025 03:36
Last Modified:	03 Mar 2025 03:36
URI:	http://repository.unj.ac.id/id/eprint/54206

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