ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI CONTINUANCE INTENTION PENGGUNA VIDIO.COM:INTEGRASI EXPECTATION CONFIRMATION MODEL (ECM) DAN PERCEIVED ENJOYMENT

MAHESWARI PUTRI KARIMA, . (2026) ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI CONTINUANCE INTENTION PENGGUNA VIDIO.COM:INTEGRASI EXPECTATION CONFIRMATION MODEL (ECM) DAN PERCEIVED ENJOYMENT. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan menganalisis faktor-faktor yang memengaruhi continuance intention pengguna platform OTT Vidio.com di Kota Administrasi Jakarta dengan mengintegrasikan Expectation Confirmation Model (ECM) dan variabel Perceived Enjoyment. Unit analisis adalah pengguna aktif Vidio.com di Jakarta yang telah menggunakan platform minimal tiga bulan terakhir. Pendekatan yang digunakan adalah kuantitatif berbasis survei dengan melibatkan 250 partisipan yang dipilih melalui teknik purposive sampling. Data dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan perangkat lunak SmartPLS 4.0. Dari total delapan hipotesis yang diuji dalam penelitian ini, sebanyak enam hipotesis terbukti didukung secara empiris, sementara dua lainnya tidak terdukung. Temuan utama mengungkapkan bahwa Confirmation memiliki pengaruh yang positif terhadap Perceived Enjoyment, Perceived Usefulness, serta Satisfaction. Adapun Perceived Enjoyment secara signifikan membentuk Satisfaction, dan Satisfaction terbukti menjadi prediktor terkuat yang secara langsung menentukan Continuance Intention. Di sisi lain, Perceived Usefulness tidak terbukti berpengaruh langsung terhadap Satisfaction, begitu pula Perceived Enjoyment yang tidak menunjukkan pengaruh langsung yang signifikan terhadap Continuance Intention. Rekomendasi yang diberikan adalah agar manajemen Vidio.com berfokus pada peningkatan kualitas konten dan layanan guna memenuhi ekspektasi pengguna serta memperkuat kepuasan sebagai strategi utama retensi pengguna. ***** This research was designed to examine the determinants of continuance intention among users of Vidio.com, an over-the-top (OTT) streaming platform in Jakarta, by extending the Expectation Confirmation Model (ECM) with the inclusion of Perceived Enjoyment as an additional construct. The unit of analysis comprised active Vidio.com users in Jakarta who had engaged with the platform for a minimum of three months. A quantitative survey approach was employed, involving 250 participants recruited through purposive sampling. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM) facilitated by SmartPLS 4.0. Out of eight hypotheses examined, six received empirical support while two were not substantiated. Key findings revealed that Confirmation exerted a positive and significant influence on Perceived Enjoyment, Perceived Usefulness, and Satisfaction. Furthermore, Perceived Enjoyment was found to significantly shape Satisfaction, which in turn emerged as the most powerful direct predictor of Continuance Intention. Conversely, Perceived Usefulness did not yield a significant direct effect on Satisfaction, and Perceived Enjoyment similarly showed no direct significant impact on Continuance Intention. The study recommends that Vidio.com management prioritize enhancements in content quality and service delivery to align with user expectations, while positioning user satisfaction as the cornerstone of an effective retention strategy.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Osly Usman, S.E., M.Bus. ; 2). Nofriska Krissanya, S.E., M.B.A., CHRP.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Maheswari Putri Karima .
Date Deposited:	03 Sep 2026 07:57
Last Modified:	03 Sep 2026 07:57
URI:	http://repository.unj.ac.id/id/eprint/73687

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