FAKTOR-FAKTOR YANG MEMENGARUHI PURCHASE INTENTION PADA LAYANAN COMMUNITY-CENTRIC DIGITAL SUBSCRIPTION

RAKHA ATHALLAH SYAHPUTRA, . (2026) FAKTOR-FAKTOR YANG MEMENGARUHI PURCHASE INTENTION PADA LAYANAN COMMUNITY-CENTRIC DIGITAL SUBSCRIPTION. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Fenomena subscription economy terus berkembang pesat, namun kini menghadapi tantangan subscription fatigue, sehingga model community-centric digital subscription muncul dengan menggeser proposisi nilai dari sekadar akses menjadi partisipasi dan value co-creation. Penelitian ini bertujuan menganalisis faktor-faktor yang memengaruhi purchase intention pada layanan tersebut, dengan menguji pengaruh perceived enjoyment, perceived usefulness, dan perceived risk terhadap purchase intention serta peran mediasi perceived value. Penelitian menggunakan pendekatan kuantitatif melalui survei daring terhadap 210 responden Generasi Z di DKI Jakarta yang mengetahui layanan community-centric digital subscription, dan dianalisis menggunakan SEM-PLS. Hasil pengujian menunjukkan bahwa perceived enjoyment dan perceived usefulness berpengaruh positif dan signifikan terhadap perceived value serta purchase intention, sedangkan perceived risk tidak berpengaruh signifikan baik terhadap perceived value maupun purchase intention. Selain itu, perceived value berpengaruh positif dan signifikan terhadap purchase intention dan menjadi determinan terkuat dalam model, sekaligus memediasi secara signifikan pengaruh perceived enjoyment dan perceived usefulness terhadap purchase intention, namun tidak memediasi pengaruh perceived risk. Temuan ini menegaskan bahwa pembentukan niat berlangganan pada layanan berbasis komunitas lebih didorong oleh pengalaman penggunaan yang menyenangkan, manfaat fungsional yang dirasakan, dan evaluasi nilai layanan, dibandingkan pertimbangan risiko. ***** The subscription economy has expanded rapidly, yet it is increasingly challenged by subscription fatigue, which has encouraged the emergence of community-centric digital subscription models that shift value propositions from mere access to participation and value co-creation. This study aims to examine the determinants of purchase intention in such services by testing the effects of perceived enjoyment, perceived usefulness, and perceived risk on purchase intention, as well as the mediating role of perceived value. A quantitative approach was employed through an online survey of 210 Generation Z respondents in DKI Jakarta who were aware of community-centric digital subscription services, and the data were analyzed using SEM-PLS. The results indicate that perceived enjoyment and perceived usefulness have positive and significant effects on both perceived value and purchase intention, whereas perceived risk shows no significant effect on either perceived value or purchase intention. Furthermore, perceived value positively and significantly influences purchase intention and serves as the strongest determinant in the model; it also significantly mediates the relationships between perceived enjoyment and purchase intention and between perceived usefulness and purchase intention, but does not mediate the effect of perceived risk. These findings suggest that subscription intention in community-based services is primarily driven by enjoyable user experiences, perceived functional benefits, and overall value evaluations rather than by perceived risk considerations.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Diena Noviarini, MMSi. ; 2). Sabo Hermawan, S.Kom., M.Si.
Subjects:	Manajemen > Manajemen , Business Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Rakha Athallah Syahputra .
Date Deposited:	04 Feb 2026 04:18
Last Modified:	04 Feb 2026 04:18
URI:	http://repository.unj.ac.id/id/eprint/64826

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