Supriadi, Iman and Sadiqin, Amin and Nugroho, Dodit Cahyo (2018) EFFECT OF BENEFITS AND COMFORT TO CONSUMER INTEREST TO STAY ONLINE TRANSACTION IN TRAVELOKA. EFFECT OF BENEFITS AND COMFORT TO CONSUMER INTEREST TO STAY ONLINE TRANSACTION IN TRAVELOKA, 5. pp. 287-296.
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EFFECT OF BENEFITS AND COMFORT TO CONSUMER INTEREST TO STAY ONLINE TRANSACTION IN TRAVELOKA.pdf Download (616kB) |
Abstract
Consumers today have a wide selection of online transactions, and without special strong reasons, they will alternate transactions. Understanding the factors that can encourage consumers to remain loyal is the main thing, because to find new customers will cost more than maintain it. Continuing interest (continuance intentions) will depend on cognitive beliefs on perceived usefulness. In addition to the interesting and retain consumers by providing a convenient transaction site also needs to be considered by the site owner. This study aims to examine the effect of benefits and convenience on the interest of continuing online transactions. Research respondents are students of various universities in Surabaya who transact online at the Traveloka site. To test the proposed hypothesis used multiple regression analysis, with free variables of benefit and convenience, and the dependent variable interest in continuing online transactions. The results showed that the benefits and comfort proved to have a significant positive effect on the interest of continuing online transactions at the Traveloka site. This shows that the greater the benefits of transacting on the Traveloka site will be the greater interest of consumers to continue the transaction again and the more comfortable consumers make transactions in Traveloka the greater the consumer interest to continue the transaction again.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Technology Acceptance Model (TAM), Perception Benefit, Convenience Perception, Repurchasing Interest |
| Subjects: | Akuntansi |
| Depositing User: | Unnamed user with email lib.stiemahardhika@gmail.com |
| Date Deposited: | 19 Feb 2021 05:56 |
| Last Modified: | 01 Sep 2021 04:33 |
| URI: | http://repository.stiemahardhika.ac.id/id/eprint/2135 |
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