ANALISIS PERCEIVED QUALITY, PERCEIVED ENJOYMENT, DAN PERCEIVED PRICE TERHADAP PERCEIVED VALUE DAN PURCHASE INTENTION PADA LAYANAN SUBSCRIPTION VIDEO ON DEMAND (SVoD)

NI KETUT KAHAR TUNJUNG SANTI DEWI, . (2025) ANALISIS PERCEIVED QUALITY, PERCEIVED ENJOYMENT, DAN PERCEIVED PRICE TERHADAP PERCEIVED VALUE DAN PURCHASE INTENTION PADA LAYANAN SUBSCRIPTION VIDEO ON DEMAND (SVoD). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Quality, Perceived Enjoyment, dan Perceived Price terhadap Perceived Value, serta implikasinya terhadap Purchase Intention pada calon pelanggan Netflix. Penelitian ini dilatarbelakangi oleh persaingan layanan Streaming Video on Demand (SVoD) yang semakin ketat, sehingga penting untuk memahami bagaimana persepsi konsumen terbentuk sebelum mereka benar-benar menggunakan layanan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling (SEM). Data primer dikumpulkan melalui kuesioner online dan dianalisis menggunakan SPSS versi 25 dan AMOS versi 29. Hasil penelitian menunjukkan bahwa ketiga variabel persepsi berpengaruh signifikan terhadap Perceived Value, yang selanjutnya juga berpengaruh signifikan terhadap Purchase Intention. Temuan ini memberikan implikasi strategis bagi Netflix dalam menarik minat calon pelanggan melalui peningkatan persepsi nilai. *** This study aims to analyze the influence of Perceived Quality, Perceived Enjoyment, and Perceived Price on Perceived Value, as well as its implications for Purchase Intention among potential Netflix customers. This research is motivated by the increasingly fierce competition in Streaming Video on Demand (SVoD) services, making it important to understand how consumer perceptions are formed before they actually use the service.This study employs a quantitative approach using the Structural Equation Modeling (SEM) method. Primary data were collected through an online questionnaire and analyzed using SPSS version 25 and AMOS version 29. The results show that the three perception variables significantly influence Perceived Value, which in turn also significantly influences Purchase Intention. These findings provide strategic implications for Netflix in attracting potential customers by enhancing perceived value.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Ni Ketut Kahar Tunjung Santi Dewi .
Date Deposited:	07 Aug 2025 01:16
Last Modified:	07 Aug 2025 01:16
URI:	http://repository.unj.ac.id/id/eprint/58444

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