MENGEKSPLORASI PERCEIVED EASE OF USE DAN LITERASI TEKNOLOGI TERHADAP KEPUTUSAN PEMBELIAN LAYANAN JASA GOJEK

Abstract

Distruptif innovation era sustain the development of various services
facilitate consumers. Base of technology, enabling new products to offer
something new and different things with lower levels of ease and cost. However,
new technologies often have difficulty receiving acceptance in society. Uneven of
information technology literacy becomes a challenge for the company.
This study aims to analyze the effect of perceived ease of use, technology
literacy on purchasing decisions GOJEK transportation services in
Tasikmalaya.The sample size is 100 respondents of consumers of GOJEK in
Tasikmalaya. This study use Multiple Regression Analysis.
Based on the results of hypothesis testing are known perceived ease of use
and word of mouth influence on purchasing decisions simultaneously and
partially.

Keywords : perceived ease of use, word of mouth and purchase decision