An Adoption of Technology Acceptance Model Towards Facebook User's Satisfaction and Loyalty in Yogyakarta
FEBRINA ANASTHASIA PRISCA PUTRI, Dr. B.M. Purwanto, M.B.A
2013 | Skripsi | MANAJEMEN-
In the last decade, information technology has evolved rapidly and ith as become indispensable in today’s society. People are increasingly using information technologies for numerous purposes and they spend a great amount of time online. An example of these technologies is social networks, which have radically changed the way people communicate one another, overcoming certain communication problems such as distance.However, there are still unanswered questions regarding the way people adopt and use these systems. Although, online social networks are not a new phenomenon, they have gained popularity in recent years. Organizations are integrating this new technology into their marketing strategies; nevertheless, this can only be achieved if organizations truly understand the features and value of this technology and the positive outcomes it can generate. The aim of this research is to analyze the influence of perceived of usefulness and perceived easy of use towards satisfaction and loyalty of Facebok Users in Yogyakarta. This research was conducted in Yogyakarta using the survey method. Data was collected by online questionnaires.The study employed purposive and non probability sampling method. The hypothesised model is validated empirically using data collected from 200 users of Facebook.The results showed that perceived of usefulness and perceived ease of use has a significant and positive effect on satisfaction of Facebook users. Also, perceived of usefulness, perceived ease of use and satisfaction has a significant and positive effect on Facebook users.
Kata Kunci : Facebook users
