Analisis Kepuasan Pengguna Zalora App Mobile Menggunakan Metode TAM

Abstract

Current technological advances have brought many changes to our lives, the most important of which is the ability to work on the Internet via the Internet.One of the activities most affected is internet marketing or e-commerce.One company that benefits from this is Zalora.Zalora is the largest e-commerce company in Indonesia which has penetrated the fashion industry and has hundreds of thousands of visitors.However, it is currently not clear whether there is a relationship between the characteristics of information and communication technology use and customer loyalty satisfaction and trust in the Zalora application.Zalora is an Indonesian e-commerce application.Of course, this is an important reason for Zalora managers to improve and evaluate the quality of website and application services.Because service quality is the key to measuring customer satisfaction.Factors that influence user acceptance of the Zalora application as an online marketing program using the TAM technique.TAM theory was developed by Davis (1989) and provides a basic theory for studying and understanding user behavior when receiving and using information systems.The aim of this model is to explain the main aspects of information technology user behavior when implementing information technology.Data collection was carried out using Google Form using a questionnaire targeting residents in the Medan metropolitan area, with a sample size of 100 people.This study investigates usability effects.Ease of use is 69%.The indicator "perceived usefulness" reached a percentage of 72%, and the indicator "perceived intention to use" reached a percentage of 71%.From the results of descriptive statistical data analysis, it can be concluded that the Zalora application meets the criteria for customer satisfaction