Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengukur pengaruh persepsi kemudahan penggunaan, persepsi keamanan, terhadap loyalitas pelanggan yang dimediasi oleh kepercayaan pelangan pada layanan pesan antar makanan online di banda aceh. sampel yang digunakan pada penelitian ini adalah pengguna layanan pesan antar makanan online di banda aceh yang berjumlah 180 responden. pengumpulan data dalam penelitian ini ialah penyebaran kuesioner. teknik pengambilan sampel yang digunakan adalah purposive sampling. structural equation modelling (sem) digunakan sebagai metode analisis untuk mengetahui pengaruh antar variabelvariabel yang terlibat. berdasarkan hasil analisis sem menunjukkan bahwa persepsi kemudahan penggunaan berpengaruh terhadap loyalitas pelanggan, persepsi keamanan berpengaruh terhadap loyalitas pelanggan, persepsi kemudahan penggunaan berpengaruh terhadap kepercayaan pelanggan, persepsi keamanan berpengaruh terhadap kepercayaan pelanggan, kepercayaan pelanggan berpengaruh terhadap loyalitas pelanggan. kemudian berdasarkan hasil uji sobel ditemukan bahwa kepercayaan pelanggan memediasi secara parsial pengaruh persepsi kemudahan penggunaan, dan persepsi keamanan terhadap loyalitas pelanggan . kata kunci: loyalitas pelanggan, persepsi kemudahan penggunaan, persepsi keamanan, kepercayaan pelanggan

ABSTRACT This research aims to measure the influence of perceived ease of use, perceived security, on customer loyalty mediated by customer trust in online food delivery services in Banda Aceh. The sample used in this research were users of online food delivery services in Banda Aceh, totaling 180 respondents. Data collection in this research is distributing of questionnaires. The sampling technique used was purposive sampling. Structural Equation Modeling (SEM) is used as an analysis method to determine the influence between the variables involved. Based on the results of SEM analysis, it is known that perceived ease of use has affects on customer loyalty, perceived security has affects on customer loyalty, perceived ease of use has affects on customer trust, perceived security has affects on customer trust, customer trust has affects on customer loyalty. Then, based on the results of the sobel test, it was found that Customer Trust partially mediates the influence of perceived ease of use, and perceived security on customer loyalty. Keywords: Customer Loyalty, Perceived Ease of Use, Perceived Security, Customer Trust