Penerimaan Konsumen terhadap Minyak Goreng Curah Melalui Aplikasi Gurih Pasar CURAH (Studi Kasus : Pasar Simpang Limun Medan, Kec. Medan Kota)

Abstract

The purpose of this study was to analyze Perceived Usefulness, Perceived Ease of Use, and Behavioral Intention to Use for Bulk Cooking Oil through the Bulk Market Savory Application at Pasar Simpang Limun Medan, Kecamatan Medan Kota, Kelurahan Sudirejo II. This study uses data obtained from interviews with consumers of Bulk Cooking Oil at Pasar Simpang Limun with 60 respondents. The data analytical method used is multiple linear regression analysis. The results showed that Perceived Usefulness had a negative but not significant effect on the decision to accept bulk market savory applications in Kota Medan. For the variable Perceived Ease of Used has a significant positive effect on the decision to accept bulk market savory applications in Kota Medan. The last variable behavioral intention to use shows a negative influence that is not significant on the decision to accept bulk market savory applications in Kota Medan.