ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI WILLINGNESS TO PAY FITUR SUBSCRIPTION PREMIUM E-COMMERCE

AULIA FEBRIANTI, . (2026) ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI WILLINGNESS TO PAY FITUR SUBSCRIPTION PREMIUM E-COMMERCE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis sejauh mana electronic word of mouth, perceived value, brand awareness, dan attitude berpengaruh terhadap tingkat willingness to pay konsumen pada fitur Shopee VIP. Penelitian ini menggunakan pendekatan kuantitatif dengan pengambilan data melalui online survei. Data dikumpulkan dari 230 responden yang merupakan Generasi Z kelahiran tahun 1997-2012, berdomisili di DKI Jakarta, memiliki akun shopee aktif, dan mengetahui serta berniat/bersedia untuk berlangganan fitur premium Shopee VIP. Analisis data dilakukan menggunakan Structural Equation Modelling (SEM) dengan pendekatan Partial Least Square (PLS). Temuan dari penelitian ini menunjukkan bahwa seluruh hipotesis dinyatakan diterima. Electronic word of mouth, perceived value, brand awareness, dan attitude terbukti berpengaruh positif dan signifikan terhadap willingness to pay.***** This study was conducted to analyze the influence of electronic word of mouth, perceived value, brand awareness, and attitude on consumers' willingness to pay for Shopee VIP features. This study uses a quantitative approach with data collection through an online survey. Data was collected from 230 respondents who were Generation Z born between 1997 and 2012, residing in DKI Jakarta, having active Shopee accounts, and knowing about and intending/willing to subscribe to the Shopee VIP premium feature. Data analysis was conducted using Structural Equation Modeling (SEM) with a Partial Least Square (PLS) approach. The findings of this study indicate that all hypotheses were accepted. Electronic word of mouth, perceived value, brand awareness, and attitude were proven to have a positive and significant effect on willingness to pay.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Corry Yohana, MM. ; 2). Ringga Sentagi Asa, S.Pd., M.Kom.
Subjects:	Manajemen > Manajemen , Business Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Users 32904 not found.
Date Deposited:	03 Feb 2026 03:57
Last Modified:	03 Feb 2026 03:57
URI:	http://repository.unj.ac.id/id/eprint/64752

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