PERAN UTAUT2 DAN SATISFACTION TERHADAP BEHAVIORAL INTENTION PADA PLATFORM FREEMIUM

RATU AULIA KINANTI, . (2026) PERAN UTAUT2 DAN SATISFACTION TERHADAP BEHAVIORAL INTENTION PADA PLATFORM FREEMIUM. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (890kB)
	Text BAB I.pdf Download (570kB)
	Text BAB II.pdf Restricted to Registered users only Download (656kB) | Request a copy
	Text BAB III.pdf Restricted to Registered users only Download (378kB) | Request a copy
	Text BAB IV.pdf Restricted to Registered users only Download (680kB) | Request a copy
	Text BAB V.pdf Restricted to Registered users only Download (535kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (230kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (651kB) | Request a copy

Abstract

Perkembangan industri layanan streaming video saat ini semakin kompetitif, mendorong penyedia layanan untuk menerapkan model bisnis freemium melalui penawaran free trial guna menarik pelanggan baru. Penelitian ini bertujuan untuk menganalisis pengaruh Performance Expectancy, Price Value, dan Hedonic Motivation terhadap Behavioral Intention, baik secara langsung maupun melalui mediasi Satisfaction pada konteks layanan free trial YouTube Premium. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan metode survei. Pengambilan sampel dilakukan menggunakan teknik purposive sampling terhadap 150 responden pengguna uji coba gratis YouTube Premium yang berdomisili di Provinsi DKI Jakarta. Data primer dikumpulkan melalui kuesioner daring dan dianalisis menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS 4.0. Hasil pengujian hipotesis menunjukkan bahwa Performance Expectancy, Price Value, Hedonic Motivation, dan Satisfaction memiliki pengaruh yang positif dan signifikan terhadap Behavioral Intention. Selain itu, pengujian efek mediasi membuktikan bahwa Satisfaction mampu memediasi secara parsial komplementer (complementary partial mediation) pengaruh antara Performance Expectancy, Price Value, dan Hedonic Motivation terhadap Behavioral Intention. Temuan dari penelitian ini mengindikasikan bahwa meskipun tingkat kepuasan dan kesenangan pengguna tergolong sangat tinggi selama masa uji coba, rasionalitas nilai ekonomi serta pemenuhan kebutuhan fungsional tetap menjadi faktor dominan dalam mendorong keputusan konversi untuk berlangganan berbayar, khususnya pada konsumen di negara berkembang. Secara praktis, penelitian ini merekomendasikan penyedia layanan streaming untuk tidak hanya berfokus pada pengalaman hiburan, tetapi juga mempertahankan strategi harga yang kompetitif dan kualitas fitur premium untuk mengoptimalkan tingkat retensi pelanggan. **** The rapid development of the video streaming industry has become increasingly competitive, prompting service providers to implement freemium business models through free trial offerings to attract new customers. This study aims to analyze the effect of Performance Expectancy, Price Value, and Hedonic Motivation on Behavioral Intention, both directly and through the mediation of Satisfaction in the context of the YouTube Premium free trial service. This research employs a quantitative explanatory approach using a survey method. Sampling was conducted using a purposive sampling technique, involving 150 respondents who are YouTube Premium free trial users residing in the DKI Jakarta Province. Primary data were collected through an online questionnaire and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4.0 software. The results of the hypothesis testing indicate that Performance Expectancy, Price Value, Hedonic Motivation, and Satisfaction have a positive and significant effect on Behavioral Intention. Furthermore, the mediation analysis proves that Satisfaction plays a complementary partial mediation role in the relationship between Performance Expectancy, Price Value, Hedonic Motivation, and Behavioral Intention. The findings of this study indicate that although user satisfaction and pleasure are exceptionally high during the trial period, economic value rationality and functional fulfillment remain the dominant factors driving the conversion decision to a paid subscription, particularly among consumers in developing countries. Practically, this research recommends that streaming service providers focus not only on the entertainment experience but also maintain competitive pricing strategies and high-quality premium features to optimize customer retention rates.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Ryna Parlyna, M.B.A.; 2). Inkreswari Retno Hardini, S.Kom., M.T.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Ratu Aulia Kinanti .
Date Deposited:	19 Aug 2026 02:37
Last Modified:	19 Aug 2026 02:37
URI:	http://repository.unj.ac.id/id/eprint/71990

Actions (login required)

View Item