Pengaruh Brand Equity dan Information Quality Melalui Perceived Value Terhadap Customer Satisfaction dalam Layanan Aplikasi Daring
DOI:
https://doi.org/10.64845/optimanus.v2i2.385Keywords:
Brand Equity, Information Quality, Perceived Value, Customer SatisfactionAbstract
Tujuan penelitian ini untuk mengetahui peran perceived value dalam memediasi pengaruh brand equity dan information quality terhadap customer satisfaction. Penelitian ini dilakukan di Restoran yang berlokasi di Jalan Raya AMD Lintas Timur, Karang Tanjung, Kabupaten Pandeglang. Salah satu sistem teknologi informasi yang digunakan untuk penerapan kegiatan bisnis secara online yaitu menggunakan aplikasi. Aplikasi tersebut dapat di unduh menggunakan ponsel seluler. Teknologi Informasi telah digunakan dalam kegiatan berbagai sektor. Hampir semua bidang saat ini menggunakan aplikasi secara online, salah satunya pada bidang jasa. Teknologi jasa online lebih mudah menggunakan aplikasi ponsel seluler, yang sering digunakan dalam keseharian. Teknologi sebagai media promosi bisnis dapat meningkatkan laba penjualan, serta menghasilkan produk dan layanan secara efisien. Teknik random sampling digunakan untuk menentukan sampel dalam penelitian ini, dimana respondennya adalah konsumen pengguna aplikasi Go Food. Jumlah sampel yang digunakan sebanyak 243 orang. Penelitian ini menggunakan model persamaan struktural (Structural Equation Modeling - SEM) berdasarkan varian yang dikenal dengan Partial Least Square (PLS).
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