EFEKTIVITAS PERCEIVED EASE OF USE, PERCEIVED VALUE, DAN BRAND CREDIBILITY DALAM MENCIPTAKAN USER EXPERIENCE DAN PURCHASE INTENTION DI APLIKASI INVESTASI

BRYANT HANS CHANNING PANJAITAN, . (2025) EFEKTIVITAS PERCEIVED EASE OF USE, PERCEIVED VALUE, DAN BRAND CREDIBILITY DALAM MENCIPTAKAN USER EXPERIENCE DAN PURCHASE INTENTION DI APLIKASI INVESTASI. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan utama penelitian ini yaitu untuk menganalisis efektivitas perceived ease of use, perceived value, dan brand credibility dalam menciptakan user experience serta purchase intention pada aplikasi investasi. Proses pengumpulan data dilaksanakan melalui kuesioner yang disebarkan secara daring menggunakan platform media sosial seperti whatsapp dan instagram. Objek penelitian mencakup responden yang merupakan pengguna atau calon pengguna aplikasi investasi Bibit, berdomisili di DKI Jakarta, dan berusia 18–35 tahun. Jumlah sampel yang digunakan adalah 290 responden. Dalam proses analisis, penelitian ini memanfaatkan software SPSS versi 26 dan Structural Equation Modelling (SEM) melalui AMOS versi 29 untuk validasi serta pengolahan data. Uji validitas dan reliabilitas dilakukan melalui Exploratory Factor Analysis (EFA) dan Confirmatory Factor Analysis (CFA). Selanjutnya, uji hipotesis dilakukan pada variabel-variabel yang telah terverifikasi guna mengidentifikasi hubungan antara variabel. Temuan dari hasil analisis mengindikasikan bahwa perceived ease of use memberikan pengaruh yang signifikan terhadap perceived value, user experience, dan purchase intention. Selain itu, brand credibility terbukti memberikan pengaruh langsung terhadap perceived value, namun tidak memberikan pengaruh langsung terhadap purchase intention. Sementara itu, perceived value memberikan pengaruh terhadap user experience, tetapi tidak meemberikan pengaruh langsung terhadap purchase intention. Temuan ini memberikan kontribusi penting dalam pengembangan kajian akademik terkait perilaku pengguna terhadap aplikasi investasi digital, sekaligus menawarkan rekomendasi praktis bagi pengembang sistem untuk meningkatkan kualitas pengalaman pengguna secara menyeluruh pada aplikasi investasi digital. ***** The primary objective of this study is to analyze the effectiveness of perceived ease of use, perceived value, and brand credibility in creating user experience and purchase intention in investment applications. Data collection was conducted through questionnaires distributed online via social media platforms such as WhatsApp and Instagram. The research subjects consist of respondents who are users or potential users of the Bibit investment application, domiciled in DKI Jakarta, and aged between 18–35 years. The sample size used was 290 respondents. For the analysis process, this study utilized SPSS version 26 and Structural Equation Modeling (SEM) using AMOS version 29 for validation and data processing. Validity and reliability tests were conducted using Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). Subsequently, hypothesis testing was carried out on the verified variables to identify relationships between them. The findings from the analysis indicate that perceived ease of use has a significant influence on perceived value, user experience, and purchase intention. Furthermore, brand credibility was found to have a direct influence on perceived value but no direct influence on purchase intention. eanwhile, perceived value influences user experience but does not have a direct effect on purchase intention. These findings make an important contribution to the development of academic studies related to user behavior toward digital investment applications and offer practical recommendations for system developers to enhance the overall quality of user experience in digital investment applications.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D ; 2). Meta Bara Berutu, S.E., M.M
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Bryant Hans Channing Panjaitan .
Date Deposited:	11 Aug 2025 03:44
Last Modified:	11 Aug 2025 03:44
URI:	http://repository.unj.ac.id/id/eprint/59509

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