PENGARUH PERCEIVED EASE OF USE DAN PERCEIVED ENJOYMENT TERHADAP MINAT BELI ULANG PEMESANAN TIKET KERETA API INDONESIA DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI DALAM PERSPEKTIF ETIKA BISNIS ISLAM (Studi pada Pengguna Aplikasi Access by KAI Rute Lampung-Palembang)

ROSA, AULIA (2025) PENGARUH PERCEIVED EASE OF USE DAN PERCEIVED ENJOYMENT TERHADAP MINAT BELI ULANG PEMESANAN TIKET KERETA API INDONESIA DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI DALAM PERSPEKTIF ETIKA BISNIS ISLAM (Studi pada Pengguna Aplikasi Access by KAI Rute Lampung-Palembang). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Perkembangan teknologi digital telah mendorong perusahaan transportasi seperti PT Kereta Api Indonesia (Persero) untuk menghadirkan aplikasi Access by KAI, yang mempermudah pemesanan tiket secara online. Namun, meskipun menjadi kanal pemesanan terbesar, aplikasi ini mendapatkan rating rendah di platform digital, menandakan adanya ketidakpuasan pengguna. Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Ease Of Use dan Perceived Enjoyment terhadap repurchase intention, dengan Customer Satisfaction sebagai variabel mediasi, dalam perspektif etika bisnis Islam. Pendekatan penelitian ini bersifat kuantitatif dengan metode survei melalui kuesioner yang disebarkan kepada 100 responden pengguna aplikasi Access by KAI pada rute Lampung-Palembang. Analisis data dilakukan dengan menggunakan teknik Structural Equation Modeling (SEM) berbasis SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Perceived Ease Of Use dan Perceived Enjoyment berpengaruh positif dan signifikan terhadap Customer Satisfaction dan repurchase intention. Selain itu, Customer Satisfaction juga berpengaruh signifikan terhadap repurchase intention dan memediasi hubungan antara kedua variabel independen terhadap niat beli ulang. Dalam perspektif etika bisnis Islam, hasil ini menegaskan pentingnya nilai kejujuran (shiddiq) dan tanggung jawab (amanah) dalam penyediaan layanan digital. Penelitian ini memberikan implikasi praktis bagi pengembangan aplikasi yang lebih ramah pengguna dan sesuai dengan prinsip-prinsip syariah untuk meningkatkan loyalitas pelanggan. Kata Kunci: Perceived Ease Of Use, Perceived Enjoyment, Customer Satisfaction, Repurchase Intention, Etika Bisnis Islam. ABSTRACK The development of digital technology has encouraged transportation companies such as PT Kereta Api Indonesia (Persero) to present the Access by KAI application, which makes it easier to order tickets online. However, despite being the largest booking channel, this application gets a low rating on the digital platform, indicating user dissatisfaction. This study aims to analyze the effect of Perceived Ease Of Use and Perceived Enjoyment on repurchase intention, with Customer Satisfaction as a mediating variable, from the perspective of Islamic business ethics. This research approach is quantitative with a survey method through a questionnaire distributed to 100 respondents who use the Access by KAI application on the Lampung-Palembang route. Data analysis was carried out using the Structural Equation Modeling (SEM) technique based on SmartPLS 4.0. The results of the study show that Perceived Ease Of Use and Perceived Enjoyment have a positive and significant effect on Customer Satisfaction and repurchase intention. In addition, Customer Satisfaction also has a significant effect on repurchase intention and mediates the relationship between the two independent variables on repurchase intention. From the perspective of Islamic business ethics, these results emphasize the importance of honesty (shiddiq) and responsibility (amanah) in providing digital services. This study provides practical implications for the development of more user-friendly applications that are in accordance with sharia principles to increase customer loyalty. Keywords: Perceived Ease Of Use, Perceived Enjoyment, Customer Satisfaction, Repurchase Intention, Islamic Business Ethics.

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