PENGARUH PERFORMANCE EXPECTANCY DAN EFFORT EXPECTANCY TERHADAP E-LOYALTY MAHASISWA MELALUI E- SATISFACTION PADA INTEGRASI AI ASISTEN TUTOR DALAM E-LEARNING UNIVERSITAS TERBUKA

Suryani, Rahmah (2025) PENGARUH PERFORMANCE EXPECTANCY DAN EFFORT EXPECTANCY TERHADAP E-LOYALTY MAHASISWA MELALUI E- SATISFACTION PADA INTEGRASI AI ASISTEN TUTOR DALAM E-LEARNING UNIVERSITAS TERBUKA. Tesis (S2) - thesis, Universitas Bakrie.

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Abstract

This study investigates the influence of Performance Expectancy (PE) and Effort Expectancy (EE) on students’ E-Loyalty through E-Satisfaction (ES) in the integration of the AI Tutor Assistant within Universitas Terbuka’s e-learning system. The AI Tutor Assistant is not directly accessed by students but functions as a system that provides feedback in the form of grades and comments on discussion forums and assignments. A quantitative approach was employed using a survey distributed to students who had experienced the service. Data were collected through a Qualtrics-based questionnaire and analyzed with Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results show that PE significantly affects ES by 41.4% and EE by 36.7%. ES significantly influences E-Loyalty by 55.7% and mediates the relationship between PE, EE, and E-Loyalty. The R² values reveal that PE and EE explain 67.2% of the variance in ES, while ES explains 72.9% of the variance in E-Loyalty. Furthermore, the indicator analysis highlights Content Satisfaction and Format Satisfaction as the most dominant contributors to ES. These findings emphasize that students’ perceptions of the usefulness and ease of use of the AI Tutor Assistant in providing feedback enhance satisfaction, particularly through content and format quality, which in turn reinforces students’ loyalty to Universitas Terbuka’s e-learning.

Item Type:	Thesis (Tesis (S2) - )
Uncontrolled Keywords:	Performance Expectancy, Effort Expectancy, E-Satisfaction, E-Loyalty, AI Tutor assistant, E-learning
Subjects:	Marketing > Commercial Products Management Research > New Product Development Technology > T Technology (General) Thesis > Thesis (S2)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Magister Management
Depositing User:	Rahmah Suryani
Date Deposited:	10 Sep 2025 09:11
Last Modified:	10 Sep 2025 09:11
URI:	https://repository.bakrie.ac.id/id/eprint/12308

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