PENGARUH PERCEIVED QUALITY DAN VALUE FOR MONEY TERHADAP LOYALTY DALAM PENGGUNAAN APLIKASI CANVA PRO
DOI:
https://doi.org/10.35794/jmbi.v11i1.56098Abstrak
Penelitian ini bertujuan untuk menguji pengaruh perceived quality dan value for money terhadap loyalty dengan dibantu variabel lain seperti satisfaction dan trust dalam penggunaan aplikasi Canva Pro. Dalam penelitian ini terkumpul data responden sebanyak 160 dengan menyebarkan kuesonir secara online menggunakan Google Form. Kriteria responden yang dicari dari penelitian ini adalah minimal berumur 18 tahun dan pernah berlangganan Canva Pro minimal 3 bulan. Penelitian ini menggunakan pendekatan Sturctural Equation Modelling (SEM) dan program Analysis of Moments Structures (AMOS) yang digunakan untuk analisa data. Hasil penelitian ini menunjukkan bahwa perceived quality berpengaruh signifikan dan positif terhadap satisfaction, value for money berpengaruh signifikan dan positif terhadap satisfaction, satisfaction berpengaruh signifikan dan positif terhadap trust, satisfaction berpengaruh tidak signifikan dan positif terhadap loyalty, trust berpengaruh signifikan dan positif terhadap loyalty, perceived quality berpengaruh tidak signifikan dan negatif terhadap trust.
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