Pengaruh Perceived Ease of Use, Electronic Word of Mouth, dan Brand Image terhadap Keputusan Penggunaan Jasa Layanan Transportasi Gojek pada Mahasiswa Fisip UMSU

Abstract

Penelitian ini bertujuan untuk mengetahui "Perceived Ease of Use, Electronic Word of Mouth, dan Brand Image Terhadap Keputusan Penggunaan Jasa Layanan Transportasi Gojek Pada Mahasiswa FISIP UMSU", Yang mana Perceived Ease of Use diartikan sebagai sejauh mana seseorang merasa yakin bahwa teknologi tersebut mudah digunakan dan jauh dari kesulitan. Electronic Word of Mouth merupakan komunikasi sosial berbasis internet di mana antar pengguna web dapat saling mengirimkan maupun menerima informasi yang berhubungan dengan produk secara online. Brand Image diartikan sebagai pandangan konsumen terhadap suatu produk atau jasa berdasarkan kualitasnya. Dan Keputusan Penggunaan merupakan tindakan yang dilakukan oleh konsumen yang ingin melakukan sebuah pilihan maka konsumen tersebut harus sudah memilili dua atau lebih alternatif. Penelitian ini menggunakan jenis penelitian kuantitatif. Populasi dalam penelitian ini yaitu mahasiswa fisip stambuk 2020 pengguna gojek dengan total sampel yang digunakan sebanyak 83 responden dengan teknik sampling menggunakan non probability sampling dengan pendekatan judgement sampling dan kriteria pengguna berasal dari mahasiswa fisip stambuk 2020 serta telah menggunakan gojek minimal 3 kali. Pengumpulan data dilakukan dengan penyebaran kuisoner melalui google form. Berdasarkan hasil Uji T didapati bahwa Perceived Ease of Use berpengaruh positif dan signifikan terhadap Keputusan Penggunaan. Pada pengujian X2 (Electronic Word of Mouth) didapati bahwa Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Keputusan Penggunaan. Pada pengujian X3 (Brand Image) didapati bahwa Brand Image berpengaruh positif dan signifikan terhadap Keputusan Penggunaan. Berdasarkan hasil Uji F didapati bahwa Perceived Ease of Use, Electronic Word of Mouth, dan Brand Image pengaruh secara bersama-sama (simultan) terhadap Keputusan Penggunaan. Pada Koefisien Determinasi (R2) bahwa nilai Adjusted R Square yang diperoleh yaitu sebesar 0,617 (61,7%) dan sisanya 38,3% yang akan dipengaruhi oleh faktor-faktor lainnya yang tidak dapat dijelaskan pada penelitian ini. This study aims to determine "Perceived Ease of Use, Electronic Word of Mouth, and Brand Image on the Decision to Use Gojek Transportation Services for FISIP UMSU Students", in which Perceived Ease of Use is defined as the extent to which a person feels confident that the technology is easy to use and away from trouble. Electronic Word of Mouth is an internet-based social communication where web users can send and receive information related to products online. Brand Image is defined as the consumer's view of a product or service based on its quality. And the decision to use is an action taken by a consumer who wants to make a choice, the consumer must already have two or more alternatives. This study uses a type of quantitative research. The population in this study were students of the Social Sciences Faculty of Stambuk 2020 who used gojek with a total sample of 83 respondents. The sampling technique used non-probability sampling with a judgment sampling approach and the user criteria came from students of the Faculty of Social Sciences Stambuk 2020 and had used a motorcycle taxi at least 3 times. Data collection was carried out by distributing questionnaires via the Google form. Based on the results of the T test, it was found that Perceived Ease of Use had a positive and significant effect on the Decision to Use. In the X2 (Electronic Word of Mouth) test it was found that the Electronic Word of Mouth had a positive and significant effect on the Decision to Use. In the X3 (Brand Image) test it was found that Brand Image has a positive and significant effect on the Decision to Use. Based on the results of the F Test, it was found that Perceived Ease of Use, Electronic Word of Mouth, and Brand Image had a simultaneous effect on the Decision to Use. In the Coefficient of Determination (R2), the Adjusted R Square value obtained is 0.617 (61.7%) and the remaining 38.3% will be influenced by other factors that cannot be explained in this study.