Analisis Faktor-Faktor yang Mempengaruhi Purchase Intention pada Layanan Subscription Video on Demand (SVOD)

Akbar  Artdiansyah Aminda; Basrah Saidani; Shandy Aditya

doi:10.21009/jbmk.0302.16

Akbar Artdiansyah Aminda
Basrah Saidani Universitas Negeri Jakarta
Shandy Aditya Universitas Negeri Jakarta

DOI: https://doi.org/10.21009/jbmk.0302.16

Keywords: Attitude, Perceived Price, Perceived Value, Purchase Intention, Social Influence, Subscription of Video on Demand

Abstract

This research aims to investigate the effect of perceived value, perceived price, and social influence on the attitude and purchase intention of subscription of video on demand. This research uses the quantitative method. The data collection uses survey methodology with questionnaires as the instrument in this research. The sample used in this research is 200 respondents who live in the Jabodetabek area and have not purchased or are considering a Disney+ Hotstar subscription. The SEM (Structural Equation Modelling) method that is used in this research is processed by data processing software, specifically SPSS version 28 for validity and reliability test and 26 for testing the research model and hypothesis. The result of hypothesis testing shows that perceived value and perceived price have a significant influence on attitude. The result also finds that perceived value, perceived price, social influence, and attitude significantly influence purchase intention.

Penelitian ini bertujuan untuk mengetahui pengaruh dari perceived value, perceived price, social influence, attitude dan purchase intention terhadap layanan Subscription Video on Demand. Penelitian ini menggunakan metode kuantitatif. Pengumpulan data dilakukan dengan metode survei dan kuesioner merupakan instrument penelitian ini. Sampel yang digunakan dalam penelitian ini adalah 200 responden yang berdomisili di wilayah Jabodetabek dan belum membeli atau sedang mempertimbangkan untuk membeli langganan Disney+ Hotstar. Metode SEM (Structural Equation Modelling) yang akan digunakan dalam penelitian ini menggunakan aplikasi pengolah data yaitu SPSS versi 28 untuk pengujian validitas dan reliabilitas serta aplikasi Amos versi 26 untuk pengujian fit suatu model penelitian dan uji hipotesis. Hasil pengujian hipotesis menunjukkan bahwa perceived value dan perceived price berpengaruh signifikan terhadap attitude. Hasil penelitian juga menemukan bahwa perceived value, perceived price, social influence, dan attitude berpengaruh signifikan terhadap purchase intention.