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All Journal Movere Journal Marketing Management Studies
Hidayat, Yusri
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Humanities Decision Sciences, Operations Research & Management Environmental Science Social Sciences

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The role of price, service quality, and ease of use in determining customer loyalty Hidayat, Yusri; Yolanda, Mike; Fasyni, Awisal
Marketing Management Studies Vol. 3 No. 4 (2023): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v3i4.456

Abstract

This study aims to analyze the effect of price, service quality, ease of use on loyalty with satisfaction and trust as intervening variables of maxim services in Padang City. While the number of samples in this study were 130 respondents. Data was collected through distributing questionnaires directly via google form and data processing was carried out through Smart PLS software. The results of this study indicate that: (1) Price has a significant effect on maximal user loyalty in Padang City, (2) Service Quality has a significant effect on maximal user loyalty in Padang City, (3) Ease of Use has a significant effect on maxim user loyalty in Padang City, (4) Satisfaction has a significant effect on maxim user loyalty in Padang City, (5) Trust has a significant effect on maxim user loyalty in Padang City, (6) Price has a significant effect on maxim user Satisfaction in Padang City, (7) Service Quality has a significant effect on maxim user Satisfaction in Padang City, (8) Service Quality has a significant effect on maxim user Trust in Padang City, (9) Ease of Use has a significant effect on maxim user satisfaction in Padang City, (10) Price has a significant effect on loyalty through satisfaction as an intervening variable for maxim users in Padang City, (11) Service Quality has a significant effect on loyalty through satisfaction as an intervening variable for maxim users in Padang City, (12) Service Quality has a significant effect on loyalty through trust as an intervening variable for maxim users in Padang City, (13) Ease of Use has a significant effect on loyalty through satisfaction as an intervening variable for maxim users in Padang City.
Perceived Usefulness Of Generative AI dan Ethical AI Use Intention: Peran Mediasi Academic Integrity Awareness Di Perguruan Tinggi Sanapang, Gracela Marisa; Antralis, Moh Virgiawan; Wardana, Muh Dafa; Hidayat, Yusri; Nur Ichsan; Mursalim, Rahmat
Movere Journal Vol. 8 No. 1 (2026)
Publisher : Sekolah Tinggi Ilmu Ekonomi (STIE) Tri Dharma Nusantara Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53654/mv.v8i1.764

Abstract

The rapid diffusion of generative artificial intelligence (GenAI), such as ChatGPT, has reshaped students’ academic practices, primarily due to its perceived ability to enhance efficiency and learning productivity. Nevertheless, high perceived usefulness may also increase the risk of unethical academic use when students lack adequate awareness of academic integrity. Grounded in the Technology Acceptance Model (TAM) and an intention-based perspective, this study examines the effect of perceived usefulness of generative AI on students’ ethical AI use intention, with academic integrity awareness positioned as a mediating mechanism. A quantitative explanatory design was employed using an online survey targeting higher-education students who have used GenAI for academic purposes. Respondents were selected via purposive sampling. Data were collected through a five-point Likert-scale questionnaire and analyzed using SEM-PLS (SmartPLS), applying bootstrapping to test direct effects and mediation simultaneously. The results indicate that perceived usefulness positively and significantly predicts academic integrity awareness and ethical AI use intention. Academic integrity awareness also has a positive and significant effect on ethical AI use intention. Indirect-effect testing confirms a significant mediating role of academic integrity awareness in the relationship between perceived usefulness and ethical AI use intention, suggesting partial mediation. These findings imply that ethical GenAI use is not driven by perceived usefulness alone; it also depends on students’ internalized academic integrity awareness. Practically, higher-education institutions should strengthen ethical literacy, institutional policies, and governance frameworks for GenAI to ensure effective yet responsible adoption.
Co-Authors Antralis, Moh Virgiawan Awisal Fasyni Mursalim, Rahmat Nur Ichsan Sanapang, Gracela Marisa Wardana, Muh Dafa Yolanda, Mike