MEMAHAMI PENGARUH MODERASI KARAKTERISTIK KONSUMEN DAN FAKTOR SITUASIONAL DALAM PEMBENTUKAN SIKAP DAN NIAT TERHADAP PENGGUNAAN TEKNOLOGI SWALAYAN
ABSTRACT: The growth in
service delivery options based on technology has been remarkable, including in
banking services for example by using ATM (Automated Teller Machine) as an
alternative choice of service of bank tellers. The problem is some individuals
want to adopt self service technology (SST) while some others do not want.
Therefore it is important to understand the processes underlying consumer
attitude and how consumer make choices, because it is important to describing
and predicting consumer behavior to use self service technology. This research
investigates the core attitudinal model that is the processes underlying
consumer attitude about SST in ATM services, and investigates how attitude can
influences consumer intention to use that technology. The accelerating growth
in SST today is also giving rise to questions about the acceptance of such form
of service delivery by all kind of consumers and under different situational context.
This is case study at Bank BRI which total respondents were 300 customers. All
data was analyzed using statistic non parametric program with applicable for Structural
Equation Model (SEM), that is Partial Least Square (PLS).The measurement result
show that consumer attitude about ATM were affected by all of variables of consumer’s
expectancy value component (ease of use, performance and fun). But not all of
variables of personality traits component can moderate the relationships
between consumer’s expectancy value component and consumer attitude about ATM.
The respondents perceived that situational factors can not moderate in the
relationship between consumer attitude and consumer’s intention to use that
technology.
Keywords: Consumer’s
expectancy, Personality traits, Situational factors, Consumer attitude,
Consumer’s intention, Technology Based Self Service, ATM
Penulis: Titi Rahayu
Prasetiani, Didik Purwadi, Ahmad Mardalis
Kode Jurnal: jpmanajemendd110207
Pesan jurnal yang anda butuhkan disini.... >>> KLIK DISINI <<<
