RESPON PENGGUNA TERHADAP EFEKTIVITAS CHATBOT PEVITA PEGADAIAN: MEMAHAMI UPAYA PEMASARAN CHATBOT
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Institusion
Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah
Author
Kusumawardani, Dina
Subject
H Social Sciences (General)
Datestamp
2023-09-02 07:57:34
Abstract :
This research was conducted to investigate (psychological) predictors that influence attitudes and behavioral intentions to use chatbots. This study suspects the effect of the positive attitude/behavior of Pevita Pegadaian chatbot users if the Pevita chatbot can provide perceived usefulness, perceived convenience, and usability can provide solutions to chatbot users. The method in this study used a quantitative method using 100 samples of Pevita chatbot users. The analytical method of this study uses SEM-PLS with the results showing that perceived usefulness, perceived usefulness, and attitude towards the brand have an effect on behavioral intention while perceived ease-of-use does not have an effect on behavioral intention. Perceived ease-of-use and perceived usefulness have an effect on attitudes towards brands, while perceived usefulness has no effect on attitudes towards brands. Attitudes toward the brand mediated relationship between perceived ease of use,perceived helpfulness and behavioral intention but did not mediate the relationship between perceived usefulness and behavioral intention. Keyword: attitude toward the brand, behavioral intention, perceived ease-of-use, perceived helpfulness, perceived usefulness
This research was conducted to investigate (psychological) predictors that influence attitudes and behavioral intentions to use chatbots. This study suspects the effect of the positive attitude/behavior of Pevita Pegadaian chatbot users if the Pevita chatbot can provide perceived usefulness, perceived convenience, and usability can provide solutions to chatbot users. The method in this study used a quantitative method using 100 samples of Pevita chatbot users. The analytical method of this study uses SEM-PLS with the results showing that perceived usefulness, perceived usefulness, and attitude towards the brand have an effect on behavioral intention while perceived ease-of-use does not have an effect on behavioral intention. Perceived ease-of-use and perceived usefulness have an effect on attitudes towards brands, while perceived usefulness has no effect on attitudes towards brands. Attitudes toward the brand mediated relationship between perceived ease of use,perceived helpfulness and behavioral intention but did not mediate the relationship between perceived usefulness and behavioral intention. Keyword: attitude toward the brand, behavioral intention, perceived ease-of-use, perceived helpfulness, perceived usefulness
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