PENGARUH USER INTERFACE, PERCEIVED EASE OF USE, SERVICE SPEED, TRANSACTION SECURITY, DAN PERSONALIZATION PADA SELF SERVICE TECHNOLOGY (SST) TERHADAP CUSTOMER SATISFACTION DENGAN AGE SEBAGAI VARIABEL MODERASI (STUDI KASUS: MCDONALD'S PEMUDA)

MUHAMMAD FIKRI ALAMSYAH, . (2025) PENGARUH USER INTERFACE, PERCEIVED EASE OF USE, SERVICE SPEED, TRANSACTION SECURITY, DAN PERSONALIZATION PADA SELF SERVICE TECHNOLOGY (SST) TERHADAP CUSTOMER SATISFACTION DENGAN AGE SEBAGAI VARIABEL MODERASI (STUDI KASUS: MCDONALD'S PEMUDA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh User interface, Perceived Ease of Use, Service Speed, Transaction Security, dan Personalization dalam penggunaan Self-Service Technology di McDonald's Pemuda, dengan Age sebagai variabel moderasi. Penelitian ini menggunakan pendekatan kuantitatif dengan populasi target berupa pelanggan McDonald's Pemuda berusia 17–65 tahun yang telah menggunakan Self-Service Technology minimal satu kali. Sampel penelitian diambil menggunakan teknik non-probability sampling dengan metode purposive sampling, yang menghasilkan 252 responden yang memenuhi kriteria tertentu. Pengumpulan data dilakukan melalui kuesioner yang disebarkan secara daring melalui Google Form dan secara luring. Skala pengukuran yang digunakan adalah skala Likert dengan enam tingkat. Penelitian ini menganalisis 47 indikator menggunakan metode SEM-PLS, sebuah teknik statistik untuk menguji dan mengevaluasi model hubungan antar variabel. Hasil penelitian menunjukkan bahwa User interface, Perceived Ease of Use, Service Speed, Transaction Security, dan Personalization memiliki pengaruh positif dan signifikan terhadap Customer Satisfaction. Namun, variabel moderasi Age hanya memberikan pengaruh moderasi pada beberapa hubungan antara variabel independen dan dependen, sedangkan beberapa lainnya tidak signifikan. Dari total 11 hipotesis yang diajukan, sebagian besar diterima, dengan catatan terdapat perbedaan efek moderasi Age terhadap hubungan variabel. **** This study aims to analyze the influence of User interface, Perceived Ease of Use, Service Speed, Transaction Security, and Personalization in the use of Self-Service Technology at McDonald's Pemuda, with Age as a moderating variable. This research employs a quantitative approach with a target population consisting of McDonald's Pemuda customers aged 17–65 years who have used Self-Service Technology at least once. The sample was selected using a non-probability sampling technique with a purposive sampling method, resulting in 252 respondents meeting the specified criteria. Data were collected through questionnaires distributed both online via Google Forms and offline. The measurement scale used was a six-point Likert scale. This study analyzed 47 indicators using the SEM-PLS method, a statistical technique for testing and evaluating model relationships between variables. The results of the study indicate that User interface, Perceived Ease of Use, Service Speed, Transaction Security, and Personalization have a positive and significant influence on Customer Satisfaction. However, the moderating variable Age only moderates certain relationships between independent and dependent variables, while others are not significant. Out of the 11 hypotheses proposed, most were accepted, with some differences in the moderating effects of Age on the relationships between variables.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Osly Usman, M.Bus ; 2). Dr. Terrylina Arvinta Monoarfa, SE., MM
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Muhammad Fikri Alamsyah .
Date Deposited:	28 Feb 2025 08:55
Last Modified:	28 Feb 2025 08:55
URI:	http://repository.unj.ac.id/id/eprint/53922

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