PENGARUH USER INTERFACE, USER EXPERIENCE, PERCEIVED PRICE TERHADAP PURCHASE DECISION DAN CUSTOMER SATISFACTION PADA MOLA TV

BINSARTUA PANDAPOTAN SIREGAR, . (2025) PENGARUH USER INTERFACE, USER EXPERIENCE, PERCEIVED PRICE TERHADAP PURCHASE DECISION DAN CUSTOMER SATISFACTION PADA MOLA TV. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh User Interface (UI), User Experience (UX), dan Perceived Price terhadap Purchase Decision serta Customer Satisfaction pada pengguna aplikasi Mola TV. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei, di mana data dikumpulkan melalui penyebaran kuesioner kepada pengguna Mola TV. Sampel dalam penelitian ini terdiri dari pengguna Mola TV yang memenuhi kriteria yang ditetapkan, dengan teknik pengambilan sampel non-probabilitas menggunakan metode purposive sampling. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS), yang terdiri dari pengujian outer model dan inner model. Hasil analisis menunjukkan bahwa variabel Perceived Price, User Interface, dan User Experience secara signifikan dan positif memengaruhi Purchase Decision maupun Customer Satisfaction. Temuan ini menyarankan bahwa desain antarmuka yang intuitif, pengalaman pengguna yang menyenangkan, serta persepsi harga yang sebanding dengan manfaat layanan, memainkan peran penting dalam meningkatkan keputusan pembelian dan kepuasan pelanggan. Penelitian ini memberikan kontribusi teoritis dalam memahami perilaku konsumen di platform digital serta memberikan masukan praktis bagi Mola TV dalam meningkatkan kualitas layanan di tengah persaingan layanan OTT yang ketat. ***** This study aims to analyze the effect of User Interface (UI), User Experience (UX), and Perceived Price on Purchase Decision and Customer Satisfaction for Mola TV application users. This research uses a quantitative method with a survey approach, where data is collected through distributing questionnaires to Mola TV users. The sample in this study consisted of Mola TV users who met the specified criteria, with non-probability sampling techniques using purposive sampling method. The data analysis technique used is Structural Equation Modeling (SEM) based on Partial Least Squares (PLS), which consists of testing the outer model and inner model. The results of the analysis show that the Perceived Price, User Interface, and User Experience variables significantly and positively influence Purchase Decision and Customer Satisfaction. The findings suggest that intuitive interface design, pleasant user experience, as well as perceived price proportional to service benefits, play an important role in improving purchase decisions and customer satisfaction. This research makes a theoretical contribution in understanding consumer behavior on digital platforms as well as providing practical input for Mola TV in improving its customer experience.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Osly Usman, SE., M.Bus. ; 2). Nadya Fadillah Fidhyallah, S.Pd., M.Pd.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Binsartua Pandapotan Siregar .
Date Deposited:	07 Aug 2025 06:33
Last Modified:	07 Aug 2025 06:33
URI:	http://repository.unj.ac.id/id/eprint/58689

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