PERCEIVED SERVICE QUALITY DAN INTENTION MAHASISWA DI SURABAYA: STUDI EMPIRIS PADA APLIKASI MOBILE DENGAN LAYANAN FREEMIUM

Okto Aditya Suryawirawan

doi:10.21009/JRMSI.011.1.04

Okto Aditya Suryawirawan Sekolah Tinggi Ilmu Ekonomi Indonesia Surabaya

DOI: https://doi.org/10.21009/JRMSI.011.1.04

Keywords: service quality, usage intention, purchase intention, freemium

Abstract

Penelitian ini bertujuan untuk menganalisis hubungan antara service quality dan intention pada penggunaan aplikasi mobile yang memiliki layanan freemium oleh mahasiswa di Surabaya. Penelitian ini menggunakan teknik purposive sampling terhadap 149 mahasiswa. Kriteria sampel adalah mahasiswa yang menggunakan aplikasi dengan layanan freemium di smartphone yang mereka miliki. Penelitian ini menggunakan alat analisis statistic partial least square dengan software SMART PLS. Hasil penelitian menunjukkan bahwa: (1) perceived service quality berpengaruh positif signifkan terhadap usage intention dan purchase intention (2) assurance, empathy, reliability dan responsiveness berpengaruh positif namun hanya responsiveness yang pengaruhnya signifikan terhadap usage intention (3) assurance, empathy, reliability dan responsiveness berpengaruh positif namun hanya assurance yang pengaruhnya signifikan terhadap purchase intention (4) usage intention berpengaruh positif signifikan terhadap purchase intention.

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