PENGARUH PERCEIVED USEFULNESS DAN PERCEIVED EASE OF USE TERHADAP REPURCHASE INTENTION MENGGUNAKAN LAZADA PAYLATER

Ali Akbar Alkatili, - (2025) PENGARUH PERCEIVED USEFULNESS DAN PERCEIVED EASE OF USE TERHADAP REPURCHASE INTENTION MENGGUNAKAN LAZADA PAYLATER. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini membahas permasalahan yang dihadapi oleh Lazada PayLater, fitur PayLater dari Lazada, yang mendapatkan keluhan dari pengguna terkait sistemnya. Tujuan penelitian adalah untuk menganalisis bagaimana persepsi kemudahan dan persepsi kegunaan memengaruhi keputusan pengguna untuk melakukan transaksi ulang menggunakan Lazada PayLater. Penelitian menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling-Partial Least Square (SEM-PLS) yang diolah menggunakan aplikasi SmartPLS. Sampel terdiri dari 160 responden yang merupakan pengguna aktif Lazada PayLater dengan rentang usia milenial, 26-35 tahun. Hasil analisis menunjukkan bahwa Perceived Ease Of Use memiliki pengaruh positif signifikan terhadap Repurchase Intention. Persepsi Perceived Usefulness juga terbukti secara signifikan memengaruhi Repurchase Intention menggunakan Lazada PayLater dalam transaksi berikutnya. Temuan ini memberikan gambaran bahwa pengalaman pengguna terhadap kemudahan dan kegunaan fitur Lazada PayLater menjadi faktor penting dalam meningkatkan loyalitas pengguna. Oleh karena itu, Lazada diharapkan dapat meningkatkan kualitas sistem Lazada PayLater agar lebih user-friendly dan dapat memenuhi kebutuhan pengguna secara optimal. Penelitian ini memberikan kontribusi terhadap pengembangan literatur di bidang pemasaran digital, khususnya dalam konteks layanan PayLater, serta memberikan rekomendasi praktis bagi e-commerce dalam meningkatkan pengalaman pelanggan dan mendorong transaksi berulang. This research discusses the problems faced by Lazada PayLater, the PayLater feature from Lazada, which has received complaints from users regarding its system. The purpose of the study was to analyze how perceived convenience and perceived usefulness influence users' decisions to make repeat transactions using Lazada PayLater. The research uses a quantitative approach with the Structural Equation Modeling-Partial Least Square (SEM-PLS) method which is processed using the SmartPLS application. The sample consisted of 160 respondents who were active users of Lazada PayLater with a millennial age range, 26-35 years. The analysis results show that Perceived Ease Of Use has a significant positive effect on Repurchase Intention. Perceived Usefulness is also proven to significantly influence Repurchase Intention to use Lazada PayLater in the next transaction. These findings illustrate that user experience of the ease and usefulness of the Lazada PayLater feature is an important factor in increasing user loyalty. Therefore, Lazada is expected to improve the quality of the Lazada PayLater system so that it is more user-friendly and can optimally meet user needs. This research contributes to the development of literature in the field of digital marketing, especially in the context of PayLater services, and provides practical recommendations for e-commerce in improving customer experience and encouraging repeat transactions.

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Official URL: https://repository.upi.edu
Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?hl=id&authuser=1&user=QGc8RLYAAAAJ ID SINTA Dosen Pembimbing: Btari Mariska Purwaamijaya: 6681170
Uncontrolled Keywords: Lazada PayLater, Perceived Ease Of Use, Perceived Usefulness, Repurchase Intention, SEM-PLS. Lazada PayLater, Perceived Ease Of Use, Perceived Usefulness, Repurchase Intention, SEM-PLS.
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User: Ali Akbar Alkatili
Date Deposited: 26 Feb 2025 08:20
Last Modified: 26 Feb 2025 08:20
URI: http://repository.upi.edu/id/eprint/130814

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