ANALISIS BEHAVIORAL INTENTION PADA LAYANAN APLIKASI GOAPOTIK

WIBOWO, WIBOWO (2021) ANALISIS BEHAVIORAL INTENTION PADA LAYANAN APLIKASI GOAPOTIK. Masters thesis, Universitas Tarumanagara.

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Abstract

The present era is also known as the information age, where humans really need information. The existence of the internet on smart phones makes it easier for humans to get information and shop wherever and whenever related to drug needs. One of the online pharmacy services in Indonesia is the GoApotik application, which is a digital healthcare startup and applies the principles of distribution and pharmaceutical services, especially drugs through e-commerce. Through this application, users can search for various information and make it easier for the public to get medicines and health equipment, such as over-the-counter drugs and prescription drugs, through digital platforms in a definite and safe manner. This study measures the interest of GoApotik application users in Indonesia using the modified UTAUT2 research model, where researchers analyze the variables of Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Condition, Hedonic Motivation, and Health Literacy on Behavioral Intention. The data used in this study were 246 respondents who were obtained online using a questionnaire. Respondents are users of the GoApotik application. Researchers used Structural Equation Modeling (SEM) using SmartPLS software version 3.0 to test the hypothesis. The results showed that Effort Expectancy, Facilitating Conditions, and Health Literacy had a positive influence on Behavioral Intention. In the moderator variable, the Gender variable has an effect on the Performance Expectancy factor and Age has an effect on the Effort Expectancy factor. This study resulted in an R2 value of 0.624 and included in the moderate category. Keywords : UTAUT 2, Consumer Behavior, GoApotik

Item Type: Thesis (Masters)
Uncontrolled Keywords: UTAUT 2, Consumer Behavior, GoApotik
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Pasca Perpus
Date Deposited: 16 Dec 2022 08:28
Last Modified: 16 Dec 2022 08:28
URI: http://repository.untar.ac.id/id/eprint/37951

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