The moderating role of brand image on the relationship between customer experience and actual use of digital health applications

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Christanti, Alvina Michaela (2023) The moderating role of brand image on the relationship between customer experience and actual use of digital health applications. Graduate thesis, Sekolah Tinggi Manajemen Ipmi.

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Abstract

Indonesia is a rapidly digitizing country with an estimated 270 million people and more than 202.6 million internet users. As a result, it is believed that the digital health sector will be the next area of digital disruption, with over 60% annual growth predicted and revenues rising from $85 million in 2017 to $973 million by 2023. Nevertheless, the penetration of digital health application is still relatively low. Only 8.95 of the internet users in Indonesia used Halodoc, a market leader in digital health application, in 2022. The study examines the users of Halodoc, Alodokter, or Klikdokter within the greater Jakarta area on actual usage of digital health applications by using extension of the Technology Acceptance Model (TAM). As extension of TAM framework, customer experience as social elements that significantly influence customer behavior intention will be researched. Data obtained using online questionnaires to 100 respondents consisted of users of Halodoc, Alodokter, or Klikdokter application. The data processing is using the statistical package for social science (SPSS) and partial least square-structural equation modeling (PLS-SEM). The results showed that perceived ease of use and perceived usefulness positively affect actual use of digital health application. However, brand image was found does not positive moderation effect between customer experience and actual usage. One of the research implications is that digital health application players should improve the actual use of the applications by increasing the customer experience and ease of use in using the applications. As a recommendation, digital health application players need to understand customer needs, especially in improving customer experience and the easiness of using digital health applications.

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 08 May 2023 07:01
Last Modified: 08 May 2023 07:01
URI: http://repository.ipmi.ac.id/id/eprint/1977

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