THE ROLE OF PERCEIVED USABILITY, SATISFACTION, AND CUSTOMER TRUST IN DESIGN AND DEVELOPING USER LOYALTY EDUTECH WEBSITE

IF 1.6 Q3 BUSINESS, FINANCE Australasian Accounting Business and Finance Journal Pub Date : 2022-10-31 DOI:10.33086/bfj.v7i2.3493

Michael Vinsent Djulianto, Ayouvi Poerna Wardhanie, C. Candraningrat

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引用次数: 1

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.

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感知可用性、满意度和客户信任在设计和开发用户忠诚度教育科技网站中的作用

印尼每年都经历着教育领域的发展，其中一些发展直接影响着印尼的教育质量。排名最高的教育科技创业公司是Ruangguru，其次是Neliti、Duniailkom、Eduka System、Wardya College和其他创业公司。本研究旨在找出感知可用性、满意度和客户信任如何在runangguru教育科技创业网站的用户忠诚度发展中发挥作用。采用数据收集的方法，通过问卷调查的方式对106名被调查者进行调查，这些被调查者是由runangguru用户组成的，即初中生。高中生已经三次使用了Ruangguru的服务，并打开了Ruangguru网站。本研究在数据分析过程中使用统计技术偏最小二乘结构方程模型(PLS-SEM)，这有助于确定研究变量之间关系的显著性水平。通过研究发现，感知可用性对客户信任、满意度和客户忠诚有显著影响，感知可用性和满意度对客户忠诚有显著影响。相反，顾客信任对顾客忠诚的影响不显著。

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来源期刊

Australasian Accounting Business and Finance Journal BUSINESS, FINANCE-

CiteScore

3.90

自引率

15.80%

发文量

审稿时长

24 weeks

期刊介绍： The Australasian Accounting, Business and Finance Journal is a double blind peer reviewed academic journal. The main focus of our journal is to encourage research from areas of social and environmental critique, exploration and innovation as well as from more traditional areas of accounting, finance, financial planning and banking research. There are no fees or charges associated with submitting to or publishing in this journal.