PENGARUH PERCEIVED USEFULNESS, PERCEIVED ENJOYMENT, MELALUI SATISFACTION TERHADAP CONTINUANCE INTENTION PADA APLIKASI VIU

Mulia Warahma, - (2026) PENGARUH PERCEIVED USEFULNESS, PERCEIVED ENJOYMENT, MELALUI SATISFACTION TERHADAP CONTINUANCE INTENTION PADA APLIKASI VIU. Sarjana thesis, Universitas Negeri Jakarta.

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Abstract

Penelitian ini berjudul “Pengaruh Perceived Usefulness, Perceived Enjoyment Melalui Satisfaction Terhadap Continuance Intention Pada Aplikasi Viu” bertujuan untuk mengetahui pengaruh Perceived Usefulness, Perceived Enjoyment terhadap Continuace Intention melalui Satisfaction. Penelitian ini dilatarbelakangi oleh penurunan pengguna aktif aplikasi Viu dari tahun 2023 hingga 2025 ditengah adanya peningkatan pertumbuhan industri OTT. Metode yang digunakan dalam penelitian ini adalah kuantitatif. Penelitian dilakukan di Indonesia dengan sampel responden sebanyak 200 responden. Teknik pengumpulan data menggunakan kuesioner online. Data dianalisis menggunakan analisis deskriptif, dan analisis inferensial meliputi evaluasi outer model, evaluasi inner model, dan pengujian hipotesis. Hasil penelitian menunjukkan bahwa Perceived Usefulness dan Perceived Enjoyment berpengaruh signifikan terhadap Satisfaction, yang selanjutnya berpengaruh signifikan terhadap Continuance Intention. Satisfaction terbukti memediasi penuh pengaruh Perceived Usefulness dan Perceived Enjoyment terhadap Continuance Intention, sementara pengaruh langsung keduanya terhadap Continuance Intention tidak signifikan. Berdasarkan hasil tersebut, dapat disimpulkan bahwa Satisfaction berperan sebagai mediator penuh antara Perceived Usefulness serta Perceived Enjoyment terhadap Continuance Intention, sehingga kepuasan pengguna menjadi faktor kunci untuk mendorong niat penggunaan berkelanjutan. Penelitian ini diharapkan bermanfaat secara teoritis dan praktis dalam meningkatkan kepuasan dan keberlanjutan penggunaan aplikasi Viu dimasa mendatang. Kata Kunci: Perceived Usefulness, Perceived Enjoyment, Satisfaction, dan Continuance Intention. This study, titled “The Effect of Perceived Usefulness and Perceived Enjoyment on Continuance Intention via Satisfaction in the Viu App” aims to determine the effect of Perceived Usefulness and Perceived Enjoyment on Continuance Intention via Satisfaction. This study was motivated by the decline in active users of the Viu app from 2023 to 2025 amid the growing OTT industry. The method used in this study is quantitative. The research was conducted in Indonesia with a sample of 200 respondents. Data collection was carried out using an online questionnaire. The data were analyzed using descriptive analysis and inferential analysis, including outer model evaluation, inner model evaluation, and hypothesis testing. The results show that Perceived Usefulness and Perceived Enjoyment have a significant effect on Satisfaction, which in turn has a significant effect on Continuance Intention. Satisfaction was found to fully mediate the effects of Perceived Usefulness and Perceived Enjoyment on Continuance Intention, while the direct effects of both on Continuance Intention were not significant. Based on these results, it can be concluded that satisfaction acts as a full mediator between perceived usefulness and perceived enjoyment and continuance intention; thus, user satisfaction is a key factor in driving the intention to continue using the app. This study is expected to be useful both theoretically and practically in improving satisfaction and the continued use of the Viu app in the future. Keywords: Perceived Usefulness, Perceived Enjotment, Satisfaction, and Continuance Intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1. Dr. Munawaroh, M.Si 2. Fauzan Fadlullah, S.Ak., M.Kom
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Mulia Warahma .
Date Deposited:	04 Aug 2026 04:17
Last Modified:	04 Aug 2026 04:17
URI:	http://repository.unj.ac.id/id/eprint/68267

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