THE ROLE OF PERCEIVED USABILITY, SATISFACTION, AND CUSTOMER TRUST IN DESIGN AND DEVELOPING USER LOYALTY EDUTECH WEBSITE
##plugins.themes.bootstrap3.article.sidebar##
##plugins.themes.bootstrap3.article.main##
Abstract
Indonesia has experienced developments in the world of education from year to year, and some of these developments directly impact the quality of education in Indonesia. The highest ranking edutech startup belongs to Ruangguru, followed by Neliti, Duniailkom, Eduka System, Wardya College, and other startups. This research aims to find out how perceived usability, Satisfaction, and customer trust play a role in developing user loyalty on the Ruangguru edutech startup website. The data collection method will be used to distribute surveys through questionnaires to 106 respondents consisting of Ruangguru users, namely junior high school students. High school students have thrice used Ruangguru’s services and opened the Ruangguru website. This study uses statistical techniques Partial least square Structural Equation Modeling (PLS-SEM) in the data analysis process that is useful for determining the significance level of the relationship between research variables. Based on the research, it was found that there is a significant effect of perceived usability on customer trust, Satisfaction, and customer loyalty, as well as perceived usability and Satisfaction on customer loyalty. In contrast, customer trust does not significantly impact customer loyalty website edutech.
Downloads
##plugins.themes.bootstrap3.article.details##
Copyright (c) 2022 Michael Vinsent Djulianto, Ayouvi Poerna Wardhanie, Candraningrat Candraningrat
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Adianita, A. S., Mujanah, S., & Candraningrat. (2017). Kompetensi Karyawan, Emotional Quotient Dan Self Efficacy Pengaruhnya Terhadap Organizational Citizenship Behavior Dan Kinerja Karyawan Pada Indomobil Grup Di Surabaya. Journal Of Research In Economics And Management, 199-212.
Aliffianto, A. Y., Candraningrat, C., & Wibowo, J. (2018). Visitor Loyalty Analysis of Marine Tourism in Bayuwangi Beaches. The 2nd International Conference On Economics And Business, 39-49.
Amiyantho, E., Wulandari, S. H., & Wardhanie, A. P. (2019). Evaluasi Aplikasi Crowdsourcing Terhadap Kepuasan Kerja Driver Gojek Di Surabaya. Jurnal Sistem Informasi Universitas Dinamika, 8, 1-12.
Ariyanto, M. R. (2018). Analisis Pemahaman Konsep Matematika Siswa Kelas X SMA Menggunakan Model Quantum Learning dengan Media Pembelajaran Adobe Flash. 8.
Candraningrat. (2020). The Effect of Entrepreneurship Education on Interests of Entrepreneurship Through Self Awareness in Students in Surabaya. JMM17 Jurnal Ilmu Ekonomi dan Manajemen , 34-45.
Damaledo, Y. D. (2020, January 3). Ruangguru Kenalkan Inovasi Produk dan Squad Baru di Semester II. Retrieved from Tirto.id: https://tirto.id/ruangguru-kenalkan-inovasi-produk-dan-squad-baru-di-semester-ii-eqob
Damar, A. M. (2021, January 7). Ruangguru Kantongi 22 Juta Pengguna hingga Akhir 2020. Retrieved from Liputan6: https://www.liputan6.com/tekno/read/4450355/ruangguru-kantongi-22-juta-pengguna-hingga-akhir-2020
Flavia´n, C., Guinalı´u, M., & Gurrea, R. (2006). The Role Played by Perceived Usability, Satisfaction and Consumer Trust on Website Loyalty. Information and Management, 1-14.
Hakim, L. (2018). Evaluasi Terhadap Penerimaan Masyarakat Terhadap Situs Pembelajaran Koding Belajarkoding.net Menggunakan Unified Theory of Acceptance and Use of Technology.
Indrajit, R. E. (2012). Kriteria Desain Website Efektif. E-ARTIKEL SISTEM DAN TEKNOLOGI INFORMASI, 1-4.
Irfandy, G. A., Wardhanie, A. P., & Candraningrat. (2022). Analysis and Design of Dinamika University Web Page in Creating Customer Experience and Buying Interest of New Students from Sidoarjo. Business and Finance Journal, 61-74.
Kock, N. (2019). Factor-Based Structural Equation Modeling with Warppls. Australasian Marketing Journal, 57-63.
Lutfi, L. (2020). Pengaruh Kepercayaan Konsumen, Kehandalan, dan Jaminan Terhadap Keputusan Pengguna Jasa (Studi pada Kp JNE Mojoagung).
Maniataki, K. (2020, April 22). Measuring the perceived usability of a system using the System Usability Scale. Retrieved from UX Collective: https://uxdesign.cc/measuring-the-perceived-usability-of-a-system-using-the-system-usability-scale-3418971dd7a3
Minawati, A. R. (2017). Pengaruh Harga, Kualitas Produk Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan (Studi Kasus Pelanggan Wardah di Universitas Muhammadiyah Surakarta).
Muttaqiin, N., Rasyid, R. A., & Candraningrat. (2021). PENGARUH CITRA (IMAGES), KEPUASAN KONSUMEN (CUSTOMER SATISFACTION), KEPERCAYAAN KONSUMEN (CUSTOMER TRUST) DAN LOYALITAS KONSUMEN (CUSTOMER LOYALTY) PADA PERUSAHAAN AGEN ASURANSI DI SURABAYA. Media Mahardhika, 173-181.
Nurani, W. (2015). Pengaruh Pengungkapan Corporate Social Responsibility (Csr) Terhadap Nilai Perusahaan Dengan Kinerja Lingkungan Dan Struktur Kepemilikan Modal Asing Sebagai Variabel Moderating.
Oyibo, K., & Vassileva, J. (2020). HOMEX: Persuasive Technology Acceptance Model and the Moderating Effect of Culture. Frontiers in Computer Science, 1-17.
Putri, A. D., & Astuti, S. R. (2017). Faktor-Faktor yang Mempengaruhi Kepuasan Konsumen serta Dampaknya terhadap Minat Beli Ulang Konsumen (Studi Pada Blends Pasta & Chocolate Cabang Unika Semarang). Diponegoro Journal of Management, 1-10.
Putri, G. R. (2017). Pengaruh Faktor Perilaku terhadap Gambaran Klinis Pasien Hiv/Aids dengan Metode Partial Least Square - Prediction Oriented Segmentation (SEM PLS-POS) di Kabupaten Pasuruan.
Reza Haikal Hakim, I. (2017). Analisis Faktor-Faktor yang Mempengaruhi Kepercayaan Konsumen Serta Implikasinya Terhadap Keputusan Pembelian (Studi kasus pada Go-Ride di Kota Bandung). Diponegoro Journal of Management, 1-11.
Rodliyah, M. (2016). Estimasi Score Factor dengan Partial Least Square (PLS) pada Measurement Model (Studi Kasus : Remunerasi Tenaga Kependidikan di Lingkungan ITS).
Sabila, V. E. (2020). Hubungan Antara Kualitas Pelayanan Dengan Kepuasan Pelanggan Pengguna Grab Bike di Mall Palembang Icon.
Startup Ranking. (2018, June 11). Education Startup Ranking in Indonesia. Retrieved from https://www.startupranking.com/tag/education/indonesia
Trihutama, R. P. (2017). Pengaruh Perceived Ease of Use, Perceived Usefulness, dan Trust Terhadap Behavioral Intention to Use (Studi Pada Pengguna Go-Pay Layanan Go-Jek). Jurnal Ilmiah Mahasiswa FEB, 1-15.
Usada, U., Hakim, L., & Kurniawati, A. (2016). Analisis Pengaruh Kualitas Pelayanan Akademik terhadap Loyalitas Mahasiswa Unusida dengan Pendekatan Partial Least Square (PLS). Journal of Research and Technology, 6-13.
Utari, T. S. (2017). Analisis Pengaruh Pertumbuhan Ekonomi, Upah Minimumn dan Investasi Terhadap Kesempatan Kerja pada Provinsi di Pulau Jawa Tahun 2011-2015.
Yazid, M. A., Wijoyo, S. H., & Rokhmawati, R. I. (2019). Evaluasi Kualitas Aplikasi Ruangguru Terhadap Kepuasan Pengguna Menggunakan Metode EUCS (End-User Computing Satisfaction) dan IPA (Importance Performance Analysis). Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer, 8496-8505.