Pengaruh Perceived Ease of Use, Perceived Usefulness, dan Perceived Self-Efficacy terhadap Purchase Intention U by Prodia
DOI:
https://doi.org/10.59261/bustechno.v7i4.809Keywords:
Perceived Ease of Use, Perceived Self-Efficacy, Perceived Usefulness, Purchase Intention, U by ProdiaAbstract
Latar belakang: Pemakaian U by Prodia sebagai kanal transaksi di Cabang Kendari masih terbatas. Transaksi melalui aplikasi baru mencakup 20,64% transaksi B2C, sementara umpan balik pelanggan masih menunjukkan kendala pada navigasi dan kepraktisan beberapa fitur.
Tujuan: Penelitian ini mengestimasi pengaruh Perceived Ease of Use, Perceived Usefulness, dan Perceived Self-Efficacy terhadap Purchase Intention pelanggan U by Prodia di Laboratorium Klinik Prodia Cabang Kendari, serta menguji ada tidaknya perbedaan konstruk tersebut antara Generasi X dan Generasi Y.
Metode: Data diperoleh melalui survei potong lintang terhadap 135 pengguna Generasi X dan Generasi Y yang dipilih secara purposive. Analisis SPSS mencakup pemeriksaan validitas dan reliabilitas instrumen, regresi linear berganda, pengujian parsial dan simultan, serta Independent Samples t-Test untuk perbandingan antargenerasi.
Hasil: Ketiga prediktor memiliki koefisien positif dan signifikan terhadap Purchase Intention, dengan kontribusi terstandar terbesar berasal dari Perceived Self-Efficacy. Perbandingan antargenerasi tidak menghasilkan perbedaan signifikan pada niat bertransaksi melalui U by Prodia.
Kesimpulan: Niat transaksi melalui layanan kesehatan digital lebih kuat ketika pengguna merasakan proses aplikasi tidak membebani, memperoleh nilai guna yang jelas, dan memiliki keyakinan bahwa transaksi dapat diselesaikan secara mandiri.
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