Faktor yang dapat mempengaruhi Subscribe Intention pada Kompas.id dimoderasi oleh Subscription Types

BERNADUS ORUDU RICHARD ZENDRATO, . (2025) Faktor yang dapat mempengaruhi Subscribe Intention pada Kompas.id dimoderasi oleh Subscription Types. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh enjoyment, price value, dan ubiquity terhadap subscribe intention pengguna Kompas.id, serta melihat peran moderasi subscription types (basic dan premium) dalam hubungan tersebut. Pendekatan kuantitatif digunakan dengan metode survei, melibatkan 441 responden pengguna Kompas.id di wilayah Jabodetabek. Teknik analisis data menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui SmartPLS4. Hasil penelitian menunjukkan bahwa enjoyment dan price value berpengaruh signifikan terhadap subscribe intention pada kedua jenis langganan. Ubiquity berpengaruh signifikan terhadap subscribe intention hanya pada pengguna premium. Selain itu, ubiquity juga terbukti signifikan memengaruhi enjoyment dan price value di kedua kelompok. Uji moderasi menunjukkan bahwa subscription types hanya memoderasi hubungan antara ubiquity dan subscribe intention, sementara tidak memoderasi hubungan antara enjoyment maupun price value terhadap subscribe intention. Temuan ini memberikan implikasi teoretis dan praktis terhadap strategi pemasaran digital dalam meningkatkan konversi berlangganan melalui pengalaman pengguna yang menyenangkan, penawaran harga yang sepadan, dan kemudahan akses. /***** This study aims to analyze the effect of enjoyment, price value, and ubiquity on the subscription intention of Kompas.id users, and see the moderating role of subscription types (basic and premium) in the relationship. A quantitative approach was used with a survey method, involving 441 Kompas.id user respondents in the Jabodetabek area. The data analysis technique used Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4. The results showed that enjoyment and price value had a significant effect on subscription intention in both subscription types. Ubiquity has a significant effect on subscription intention only for premium users. In addition, ubiquity was also shown to significantly influence enjoyment and price value in both groups. Moderation tests show that subscription types only moderates the relationship between ubiquity and subscribe intention, while it does not moderate the relationship between enjoyment and price value on subscribe intention. The findings provide theoretical and practical implications for digital marketing strategies in increasing subscription conversion through enjoyable user experience, value for money, and ease of access.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, SE., M.Si., Ph.D 2). Dr. Terrylina Arvinta Monoarfa, S.E., M.M
Subjects:	Ilmu Sosial > Industri, Buruh, Produksi > Pendidikan Ekonomi Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Kantor, Organisasi Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Bernadus Orudu Richard Zendrato .
Date Deposited:	08 Aug 2025 03:17
Last Modified:	08 Aug 2025 03:17
URI:	http://repository.unj.ac.id/id/eprint/59013

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