Analisis Pengaruh Enjoyment dan Compatibility serta Subjective Norms terhadap Behavioral Intention melalui Perceived Ease of use dan Attitude pada pengguna jasa Go-Food di Kota Samarinda --Ed. 1

ABSTRACT
This research aims to analyse the effect of Enjoyment, Compatibility, and
Subjective Norms on Behavioral Intention through Perceived Ease of use and
Attitude On Go-Food Consumers in Samarinda. This research used quantitative
method with used SPSS Ver.23 and Structural Equation Model (SEM) with
software IBM AMOS 5. In total used 126 participant were domicilie in Samarinda
City.
The result of research shows that 7 (seven) hypotheses have significant
impact and 5 (seven) hypotheses have not significant impact. Enjoyment,
Compatibility on Perceived Ease of use, Enjoyment, Compatibility, Subjective
Norms, Perceived Ease of use on Attitude, Attitude on Behavioral Intention, have
significant impact . But, Subjective Norms on Perceived Ease of use, Enjoyment,
Compatibility, Subjective Norms and Perceived Ease of use on Behavioral
Intention dont have significant impact.
Keywords : Enjoyment, Compatibility , Subjective Norms , Perceived Ease of
use, Attitude, Behavioral Intention, Go-Food
ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh Enjoyment dan
Compatibility serta Subjective Norms terhadap Behavioral Intention melalui
Perceived Ease of use dan Attitude pada pengguna jasa Go-Food di Kota
Samarinda. Penelitian ini menggunakan pendekatan kuantitatif dengan
menggunakan software SPSS ver.23 dan Structural Equation Model (SEM)
dengan software IBM AMOS 5. Penelitian ini menggunakan sampel sebanyak 126
responden di Kota Samarinda.
Hasil penelitian menunjukkan bahwa terdapat 7 hipotesis yang berpengaruh
signifikan dan 5 hipotesis yang berpengaruh tidak signifikan. Enjoyment terhadap
Perceived Ease of use, Compatibility terhadap Perceived Ease of use, Enjoyment
terhadap Attitude, Compatibility terhadap Attitude, Subjective Norms terhadap
Attitude, Perceived Ease of use terhadap Attitude, Attitude terhadap Behavioral
Intention berpengaruh signifikan. Namun, Subjective Norms terhadap Perceived
Ease of use , Enjoyment, Compatibility, Subjective Norms dan Perceived Ease of
use terhadap Behavioral Intention tidak signifikan.
Kata Kunci : Enjoyment, Compatibility , Subjective Norms , Perceived Ease of
use, Attitude, Behavioral Intention, Go-Food