Prayogi Eka Saputra, . (2025) ANALISIS PERILAKU PENGGUNA YANG DIMEDIASI OLEH NIAT PERILAKU PADA APLIKASI RUANGGURU. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research aims to examine the influence of Social Influence, Facilitating Conditions, Price Value, and Hedonic Motivation on User Behavior on the Ruangguru platform, with Behavioral Intention acting as a mediating variable. A quantitative approach was employed, utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis. Data were collected through a questionnaire distributed to 277 respondents who are students at SMA Pusaka 1 Jakarta and active users of the Ruangguru application. The research results show that Social Influence, Facility Conditions, Hedonic Motivation and Behavioral Intentions have no effect on User Behavior. On the other hand, price value influences user behavior. The research results also reveal that Social Influence, Facility Conditions do not influence User Behavior through Behavioral Intentions. These findings increase understanding of the determinants that shape user behavior of digital education applications, especially Ruangguru, through the broad lens of the UTAUT2 framework. Even though this application is very popular in Indonesia, a level of dissatisfaction still exists among certain users. Therefore, this research seeks to carefully explore how social influences, infrastructure conditions, perceived price value, and hedonic motivation influence user intentions and behavior in the realm of digital education, a domain that is still under-researched in Indonesia.
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | [No.Panggil: 2310122017] [Pembimbing 1: Dr. Alfatih Sikki Manggabarani, SE., M.Si] [Pembimbing 2: Dr. Guntur Syahputra Saragih. M.S.M] [Penguji 1: Prof. Dr. Prasetyo Hadi, SE., MM., CFMP] [Penguji 2: Dr. Yudi Nur Supriadi, Sos.I, MM] |
| Uncontrolled Keywords: | Ruangguru, User Behavior, Behavioral Intention, Social Influence, Facility Condition, Price Value, Hedonic Motivation |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2) |
| Depositing User: | PRAYOGI EKA SAPUTRA |
| Date Deposited: | 26 Jul 2025 06:23 |
| Last Modified: | 06 Aug 2025 02:06 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38531 |
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