The impact menu informativeness as moderator toward intention to buy food online of Pizza Hut Indonesia native application
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Institusion
Sekolah Tinggi Manajemen Ipmi
Author
Jaya, Dwi Rendra
Subject
H Social Sciences (General)
Datestamp
2023-12-13 06:41:36
Abstract :
This research aimed to study the impact menu informativeness as moderator toward intention to buy food online of Pizza Hut Indonesia Native Application. The study was conducted with a quantitative method using an explanatory approach. This study was applied in users of native application of Pizza hut brand. Sample selection was done by purposive sampling, and the sample was selected based on the criteria set by the researcher. This study used primary data as a source of data collection by distributing questionnaires to employees who used the website or native application of Pizza Hut Brand. The data were analyzed using structural equation model (SEM) approach with a measurement model using the smart PLS program version 3. The results of this study showed that perceived usefulness influences the intention to buy, perceived ease of use influences the intention to buy, usefulness influences the attitude, perceived ease of use influences the attitude, and the informativeness menu can moderate the effect of attitude on the intention to buy.
This research aimed to study the impact menu informativeness as moderator toward intention to buy food online of Pizza Hut Indonesia Native Application. The study was conducted with a quantitative method using an explanatory approach. This study was applied in users of native application of Pizza hut brand. Sample selection was done by purposive sampling, and the sample was selected based on the criteria set by the researcher. This study used primary data as a source of data collection by distributing questionnaires to employees who used the website or native application of Pizza Hut Brand. The data were analyzed using structural equation model (SEM) approach with a measurement model using the smart PLS program version 3. The results of this study showed that perceived usefulness influences the intention to buy, perceived ease of use influences the intention to buy, usefulness influences the attitude, perceived ease of use influences the attitude, and the informativeness menu can moderate the effect of attitude on the intention to buy.
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