PERAN PERCEIVED USEFULNESS DALAM MEMEDIASI HUBUNGAN PERCEIVED EASE OF USE DAN PURCHASE INTENTION
DOI:
https://doi.org/10.47686/bbm.v11i2.850Keywords:
Perceived Usefulness, Perceived Ease of Use, Purchase IntentionAbstract
Penelitian ini bertujuan untuk menguji peran mediasi perceived usefulness dalam hubungan antara perceived ease of use dan purchase intention terhadap pembelian tiket bioskop secara online melalui aplikasi Tix.Id di Cinema 21 Sidoarjo. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengumpulan data melalui penyebaran kuesioner secara online. Sebanyak 140 responden dipilih menggunakan metode purposive sampling. Temuan penelitian menunjukkan bahwa perceived ease of use dan perceived usefulness berpengaruh secara positif dan signifikan terhadap purchase intention. Selain itu, perceived usefulness terbukti menjadi variabel mediasi yang efektif dalam menjembatani pengaruh perceived ease of use terhadap purchase intention.
Kata Kunci: Perceived Usefulness, Perceived Ease of Use, Purchase Intention
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