PENGARUH PERCEIVED USEFULNESS, PERCEIVED EASE OF USE, PERCEIVED COST DAN SELF-REGULATION TERHADAP SUBSCRIBE INTENTION RUANGGURU

SORAYA RAHMAH, . (2026) PENGARUH PERCEIVED USEFULNESS, PERCEIVED EASE OF USE, PERCEIVED COST DAN SELF-REGULATION TERHADAP SUBSCRIBE INTENTION RUANGGURU. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Latar belakang penelitian ini didasarkan pada adanya kesenjangan antara tingginya jumlah pengguna terdaftar aplikasi Ruangguru dengan masih rendahnya tingkat konversi pengguna gratis menjadi pelanggan berbayar, khususnya di kalangan pelajar SMA/SMK/MA. Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Usefulness, Perceived Ease of Use, Perceived Cost, dan Self-Regulation terhadap Subscribe Intention Ruangguru pada siswa-siswi SMA/SMK/MA di DKI Jakarta. Penelitian ini dilandasi oleh tiga kerangka teori, yaitu Technology Acceptance Model (TAM) yang digunakan untuk menjelaskan variabel Perceived Usefulness dan Perceived Ease of Use, Value-based Adoption Model (VAM) yang digunakan untuk menjelaskan variabel Perceived Cost, serta Social Cognitive Theory yang digunakan untuk menjelaskan variabel Self-Regulation. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui instrumen kuesioner yang didistribusikan secara daring kepada 210 responden yang dipilih menggunakan teknik purposive sampling. Variabel independen dalam penelitian ini terdiri atas Perceived Usefulness (X1), Perceived Ease of Use (X2), Perceived Cost (X3), dan Self-Regulation (X4), sedangkan variabel dependennya adalah Subscribe Intention (Y). Data dianalisis menggunakan analisis regresi linear sederhana dengan bantuan perangkat lunak IBM SPSS. Hasil penelitian menunjukkan bahwa Perceived Usefulness berpengaruh positif dan signifikan terhadap Subscribe Intention, Perceived Ease of Use berpengaruh positif dan signifikan terhadap Subscribe Intention, Perceived Cost tidak berpengaruh terhadap Subscribe Intention, dan Self-Regulation berpengaruh positif dan signifikan terhadap Subscribe Intention. Temuan penelitian ini diharapkan dapat memberikan kontribusi teoritis dalam pengembangan model penerimaan teknologi berbasis nilai serta memberikan masukan strategis bagi manajemen Ruangguru dalam merancang program konversi pengguna yang lebih efektif. ***** This research background is grounded in the gap between the high number of registered users of the Ruangguru application and the still-low conversion rate of free users into paying subscribers, particularly among high school students (SMA/SMK/MA). This study aims to analyze the influence of Perceived Usefulness, Perceived Ease of Use, Perceived Cost, and Self-Regulation on Subscribe Intention toward Ruangguru among SMA/SMK/MA students in DKI Jakarta. This research is grounded in three theoretical frameworks, namely the Technology Acceptance Model (TAM), which is used to explain the variables of Perceived Usefulness and Perceived Ease of Use; the Value-based Adoption Model (VAM), which is used to explain the variable of Perceived Cost; and Social Cognitive Theory, which is used to explain the variable of Self-Regulation. This research employs a quantitative approach using a survey method through a questionnaire instrument distributed online to 210 respondents selected using a purposive sampling technique. The independent variables in this study consist of Perceived Usefulness (X1), Perceived Ease of Use (X2), Perceived Cost (X3), and Self-Regulation (X4), while the dependent variable is Subscribe Intention (Y). Data were analyzed using simple linear regression analysis with the assistance of IBM SPSS software. The results show that Perceived Usefulness has a positive and significant effect on Subscribe Intention, Perceived Ease of Use has a positive and significant effect on Subscribe Intention, Perceived Cost has no effect on Subscribe Intention, and Self-Regulation has a positive and significant effect on Subscribe Intention. The findings of this study are expected to provide theoretical contributions to the development of a value-based technology acceptance model, as well as strategic input for Ruangguru's management in designing more effective user conversion programs.

Item Type:	Thesis (Sarjana)
Additional Information:	1) Dr. Terrylina Arvinta Monoarfa, S.E., M.M ; 2) Rizka Zakiah, M.Pd
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Soraya Rahmah .
Date Deposited:	18 Aug 2026 07:09
Last Modified:	19 Aug 2026 06:34
URI:	http://repository.unj.ac.id/id/eprint/71338

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