Analisis Faktor-Faktor Yang Mempengaruhi Niat Mahasiswa Menggunakan Layanan Go-Food

(Studi Kasus Mahasiswa Universitas Hindu Indonesia)

Abstract

The aim of this study is to explore the impact of attitude, subjective norm, and behavioral control on the intention to use Go-Food services. This research involved 80 student samples from Hindu University of Indonesia, using a non-probability approach, particularly employing purposive sampling technique for sample selection. Data was collected through questionnaires and analyzed using multiple linear regression technique to examine the influence of these variables on the intention to use Go-Food services. The analysis results indicate that both individually and collectively, attitude, subjective norm, and behavioral control have a positive and significant influence on the intention to use Go-Food services. Therefore, it is recommended for the Gojek company to take strategic steps in maintaining and enhancing product purchasing interest through marketing strategies and innovations based on factors such as attitude, subjective norm, and consumer behavioral control in the current era. For future researchers, it's suggested to delve deeper into the subject by considering more detailed factors related to the intention to use Go-Food services. Furthermore, expanding the research population can contribute to a better understanding of this phenomenon.