ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI PURCHASE INTENTION PADA LAYANAN SUBSCRIPTION VIDEO ON DEMAND (SVOD)

AKBAR ARTDIANSYAH AMINDA, . (2022) ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI PURCHASE INTENTION PADA LAYANAN SUBSCRIPTION VIDEO ON DEMAND (SVOD). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh dari perceived value, perceived price, social influence, attitude dan purchase intention terhadap layanan Subscription Video on Demand. Penelitian ini menggunakan metode kuantitatif. Pengumpulan data dilakukan dengan metode survei dan kuesioner merupakan instrument penelitian ini. Sampel yang digunakan dalam penelitian ini adalah 200 responden yang berdomisili di wilayah Jabodetabek dan belum membeli atau sedang mempertimbangkan untuk membeli langganan Disney+ Hotstar. Metode SEM (Structural Equation Modelling) yang akan digunakan dalam penelitian ini menggunakan aplikasi pengolah data yaitu SPSS versi 28 dan Amos versi 26. Hasil pengujian hipotesis menunjukkan bahwa perceived value dan perceived price berpengaruh signifikan terhadap attitude. Hasil penelitian juga menemukan bahwa perceived value, perceived price, social influence, dan attitude berpengaruh signifikan terhadap purchase intention. Kata kunci: Attitude, Perceived Price, Perceived Value, Purchase Intention, Social Influence, SVoD. The purpose of this research is to understand the effect of perceived value, perceived price, and social influence towards attitude and purchase intention of subscription video on demand. This research uses quantitative method. The data collection uses survey methodology with questionnaires as the instrument in this research. The sample that is used in this research are 200 respondents who live in Jabodetabek area and have not purchased or are considering of purchasing a Disney+ Hotstar subscription. The SEM (Structural Equation Modelling) method that is used in this research is processed by data processing software, specifically SPSS version 28 and Amos version 26. The result of hypothesis testing shows that perceived value and perceived price has significant influence on attitude. The result also finds that perceived value, perceived price, social influence, and attitude significantly influence the purchase intention. Keyword: Attitude, Perceived Price, Perceived Value, Purchase Intention, Social Influence, SVoD.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Basrah Saidani, M.Si. ; 2). Shandy Aditya, BIB, MBPS.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Users 15379 not found.
Date Deposited:	30 Aug 2022 06:41
Last Modified:	30 Aug 2022 06:41
URI:	http://repository.unj.ac.id/id/eprint/33699

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