Adam Hermawan, - and Ratih Hurriyati, - and Heny Hendrayati, - and Mokhamad Adib Sultan, - (2025) MODEL PERILAKU PENGGUNA DALAM MENINGKATKAN KEPUTUSAN PENGGUNAAN DAN LOYALITAS MEREK APLIKASI STATISTIK LAPANGBOLA. S3 thesis, Universitas Pendidikan Indonesia.
Abstract
Loyalitas merek pada platform digital semakin dipengaruhi oleh pengalaman pengguna dan kebiasaan pengguna dalam mengonsumsi media, namun model Unified Theory of Acceptance and Use of Technology (UTAUT) klasik belum mengakomodasi variabel tersebut dalam konteks aplikasi olahraga. Penelitian ini mengisi gap terkait dengan pengembangan model perilaku pengguna berbasis integrasi UTAUT dan digital media habit dalam menjelaskan pengaruh keputusan penggunaan terhadap loyalitas merek, serta gap terkait minimnya studi yang menelaah loyalitas pengguna aplikasi statistik sepak bola secara komprehensif di tengah menurunnya tingkat loyalitas pengguna Lapangbola. Penelitian ini bertujuan untuk mengembangkan model perilaku pengguna dengan mengintegrasikan UTAUT dan variabel digital media habit, guna meningkatkan keputusan penggunaan dan loyalitas merek terhadap aplikasi statistik Lapangbola. Populasi penelitian terdiri atas 14.000 pengguna aktif platform live.lapangbola.com, dengan 189 responden yang dipilih secara acak (Simple Random Sampling). Pengumpulan data dilakukan melalui survey online, dan analisis data menggunakan Partial Least Squares (PLS) dengan SmartPLS 3.27. Hasil penelitian menunjukkan bahwa Performance Expectancy, Effort Expectancy, dan Digital Media Habit secara signifikan mempengaruhi keputusan penggunaan aplikasi, sedangkan Social Influence dan Facilitating conditions tidak berpengaruh signifikan. Keputusan penggunaan terbukti memediasi hubungan antara variabel-variabel tersebut dengan loyalitas merek. Penelitian ini menawarkan perluasan teori dengan memasukkan aspek digital media habit yang relevan di era digitalisasi saat ini. Kontribusi penelitian ini terletak pada pembangunan model yang lebih komprehensif untuk menjelaskan adopsi dan loyalitas pengguna aplikasi olahraga berbasis digital, menyempurnakan teori loyalitas merek dalam sektor digital, memperluas pengetahuan terkait perilaku konsumen digital, dan memperkaya teori pemasaran digital. Brand loyalty on digital platforms is increasingly shaped by user experience and media consumption habits; however, the classical Unified Theory of Acceptance and Use of Technology (UTAUT) has yet to incorporate these variables in the context of sports applications. This study addresses the theoretical gap concerning the integration of UTAUT with digital media habit to explain the effect of decision to use on brand loyalty, and the empirical gap arising from the scarcity of comprehensive investigations into the loyalty of football statistics app users, particularly amid the declining loyalty of Lapangbola users. The research aims to develop a user behaviour model that integrates UTAUT constructs with the digital media habit variable to enhance decision to use and brand loyalty toward the Lapangbola statistics application. The study population comprises 14,000 active users of the live.lapangbola.com platform, from which 189 respondents were selected through simple random sampling. Data were collected via an online survey and analysed using Partial Least Squares (PLS) in SmartPLS 3.27. The results indicate that Performance Expectancy, Effort Expectancy, and Digital Media Habit significantly influence decision to use, whereas Social Influence and Facilitating Conditions do not exert a significant effect. The decision to use are shown to mediate the relationships between the aforementioned variables and brand loyalty. By incorporating digital media habit—a construct highly pertinent in the current era of digitalisation—this study extends existing theory. The contribution of this research lies in building a more comprehensive model to explain the adoption and loyalty of digital-based sports application users, refining the theory of brand loyalty in the digital sector, expanding knowledge related to digital consumer behavior, and enriching digital marketing theory.
![[thumbnail of D_IMN_2002702_Title.pdf]](http://repository.upi.edu/style/images/fileicons/text.png "D_IMN_2002702_Title.pdf") |
Text
D_IMN_2002702_Title.pdf Download (632kB) |
|
Text
D_IMN_2002702_Chapter1.pdf Download (328kB) |
|
Text
D_IMN_2002702_Chapter2.pdf Restricted to Staf Perpustakaan Download (668kB) |
|
Text
D_IMN_2002702_Chapter3.pdf Download (277kB) |
|
Text
D_IMN_2002702_Chapter4.pdf Restricted to Staf Perpustakaan Download (953kB) |
|
Text
D_IMN_2002702_Chapter5.pdf Download (205kB) |
|
Text
D_IMN_2002702_Chapter6.pdf Download (109kB) |
|
Text
D_IMN_2002702_Appendix.pdf Restricted to Staf Perpustakaan Download (9MB) |
| Item Type: | Thesis (S3) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?user=5WhIbvkAAAAJ&hl=id&authuser=1 ID SINTA DOSEN PEMBIMBING Ratih Hurriyati 5984336 Heny Hendrayati 5994544 Mokhamad Adib Sultan 6002446 |
| Uncontrolled Keywords: | Kata Kunci: Brand Loyalty, Decision to use, Digital Media Habit, Lapangbola, PLS-SEM, UTAUT. Keywords: Brand Loyalty, Decision to use, Digital Media Habit, Lapangbola, PLS-SEM, UTAUT. |
| Subjects: | H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > S3 Manajemen |
| Depositing User: | Adam Hermawan |
| Date Deposited: | 31 Jul 2025 07:45 |
| Last Modified: | 31 Jul 2025 07:45 |
| URI: | http://repository.upi.edu/id/eprint/134953 |
Actions (login required)
 |
View Item |