MUSLICHAH ERMA WIDIANA, 090810050D (2011) PENGARUH PERCEIVED EASE OF USE TERHADAP PERCEIVED USEFULNESS, RELATIONAL BENEFIT DAN MARKETING OUTCOME KONSUMEN PRODUK BATIK PADA USAHA MIKRO, KECIL DAN MENENGAH DI JAWA TIMUR. Disertasi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

This research used Technology Acceptance Model which consisted of perceived ease of use, perceived usefulness and usage intention constructs, relational benefit consisting of confidence benefit, social benefit, and special treatment benefit, and satisfaction. The objective of this research was to identify the effect of perceived ease of use on the perceived usefulness, relational benefit and marketing outcome of Batik customers in micro, small, and medium enterprises in East Java. Questionnairres were spreaded among the customers who had shopped in the 14 in micro, small, and medium enterprises in East Java which sold Batik online, 180 respondents were chosen and counted by using cluster proportional random sampling. The results showed that: 1.Technology Acceptance Model (perceived ease of use, perceived usefulness) affected the relational benefit (confidence benefit, social benefit, and special treatment benefit) and marketing outcome (satisfaction and usage intention), 2.relational benefit (confidence benefit, social benefit, and special treatment benefit) affected the marketing outcome (satisfaction and usage intention).

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