Influence Ease of Use, Lifestyle And Electronic Word Of Mouth On Grab User Decisions In Lamongan With Customer Satisfaction As A Variable Intervention

Abstrak

This research aims to determine the influence of Ease of Use, Lifestyle and Electronic Word Of Mouth on Grab user decisions in Lamongan with customer satisfaction as an intervening variable (study of PMD Service employees). The type of research used is quantitative research. The sampling technique used in this research is the Total Sampling technique. Data collection in this research used location survey methods and distributed questionnaires. The data analysis technique used is PLS (Partial Least Square) using a supporting instrument, namely SmartPLS 3 software. The results of the research show that there is a positive and significant influence of Ease of use on user decisions with a t-statistic value of 2.273 > 1.96 and a p-value 0.023 < 0.05. Ease of use does not have a significant positive effect on customer satisfaction with a t-statistic value of 0.348 < 1.96 and a p-value of 0.728 > 0.05. Lifestyle has a positive and significant effect on user decisions with a t-statistic value of 3.133 > 1.96 and a p-value of 0.002 < 0.05. Lifestyle has a positive and significant effect on customer satisfaction with a t-statistic value of 2.042 > 1.96 and a p-value of 0.042 < 0.05. Electronic word of mouth has a positive and significant effect on user decisions with a t-statistic value of 2.886 > 1.96 and a p-value of 0.004 < 0.05. Electronic word of mouth has a positive and significant effect on customer satisfaction with a t-statistic value of 2.420 > 1.96 and a p-value of 0.016 < 0.05. Customer satisfaction has a positive and significant effect on user decisions with a t-statistic value of 3.648 > 1.96 and a p-value of 0.000 < 0.05.