Pengaruh Adopsi Augmented Reality dalam Kampanye Pemasaran Terhadap Peningkatan Continuance Intention to Use Studi Pada Pengguna Aplikasi Supernata
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Abstract
Penelitian ini bertujuan untuk menganalisis hubungan antara Perceived Usefulness, Perceived Ease of Use, User Experience dan Continuance Intention to Use pada aplikasi Supernata dengan pendekatan kuantitatif. Data dikumpulkan melalui kuisioner yang disebarkan kepada 200 pengguna dengan metode purposive sampling yang mencakup 18 indikator. Teknik analisis data menggunakan SEM-PLS melalui perangkat lunak SmartPLS. Temuan penelitian ini mengindikasikan bahwa Perceived Usefulness berpengaruh signifikan pada Perceived Usefulness, Perceived Ease of Usse, User Experience dan Continuance Intention to Use. Namun, Perceived Ease of Use tidak menunjukkan pengaruh signifikan terhadap User Experience dan Continuance Intention to Use. Hasil penelitian ini memberikan wawasan kepada pengembang aplikasi Supernata untuk lebih meningkatkan pengalaman pengguna dan lebih fokus pada faktor yang mempengaruhi presepsi pengguna mengenai kemudahan serta kegunaan aplikasi.
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