PENGARUH PERCEIVED ENJOYMENTTERHADAPINTENTION TO CONTINUE WILLINGNESS TO PAY APREMIUM PRICE PADA PENGGUNA LAYANAN PREMIUM ONLINE STREAMINGDI MASA PANDEMI COVID-19 DENGAN CUSTOMER SATISFACTIONSEBAGAI VARIABEL MEDIASIMENURUT PERSPEKTIF ISLAM (Studi pada Masyarakat Bandar Lampung)

Erza, Harum Pratiwi (2022) PENGARUH PERCEIVED ENJOYMENTTERHADAPINTENTION TO CONTINUE WILLINGNESS TO PAY APREMIUM PRICE PADA PENGGUNA LAYANAN PREMIUM ONLINE STREAMINGDI MASA PANDEMI COVID-19 DENGAN CUSTOMER SATISFACTIONSEBAGAI VARIABEL MEDIASIMENURUT PERSPEKTIF ISLAM (Studi pada Masyarakat Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

	PDF Download (2MB)
	PDF Restricted to Repository staff only Download (3MB)

Abstract

ABSTRAK Sejak melandanya Covid-19 pada Maret 2020 di Indonesia perlahan membuat perilaku masyarakat kian berubah, masyarakat mencari hiburan di tengah pandemi melalui konten berbasis internet. Menghasilkan peningkatan permintaan untuk layanan streaming berbasis langganan. Dari hasil sebuah penelitian yang dilakukan oleh perusahaan marketing, menunjukkan bahwa tingkat pengguna layanan gratis lebih tinggi dari pengguna layanan berbayar yang menunjukkan bahwa persepsi yang diberikan konsumen atas layanan gratis memiliki nilai yang lebih tinggi sehingga memicu penyedia produk atau jasa harus memberikan sesuatu yang menarik konsumen untuk bersedia membayar harga premium untuk produk atau jasa yang akan dibeli. Sehingga penelitian ini bertujuan untuk untuk mengetahui pengaruh Perceived Enjoyment terhadap Intention To Continue Willingness To Pay Premium Price, Pengaruh Perceived Enjoyment terhadap Customer Satisfaction, dan peran Customer Satisfaction dalam memediasi Perceived Enjoyment Terhadap Intention To Continue Willingness To Pay Premium Price Menurut Perspektif Islam. Penelitian ini berjenis metode kuantitatif dengan menggunakan teknik Nonprobability sampling yang meliputi Sampling Purposive. Teknik pengumpulan data menggunakan studi literature dan kuesioner dengan skala likert yang disebarkan kepada pengguna pengguna yang sudah pernah atau sedang menggunakan layanan premium streaming online selama pandemi covid-19 melalui google form yang diuji menggunakan IBM SPSS Statistics 26. Hasil penelitian menunjukkan bahwa Perceived Enjoyment berpengaruh signifikan terhadap Intention To Continue Willingness To Pay Premium Price, Perceived Enjoyment berpengaruh signifikan terhadap Customer Satisfaction, dan variabel Customer Satisfaction mampu memediasi Perceived Enjoyment terhadap Intention To Continue Willingness To Pay Premium Price. Sehingga semua hipotesis diterima. Kata Kunci: Customer Satisfaction, Perceived Enjoyment, Willingness to Pay ABSTRACT Since the Covid-19 hit in March 2020 in Indonesia has slowly changed people's behavior, people are looking for entertainment in the midst of a pandemic through internet-based content. Resulting in increased demand for subscription-based streaming services. From the results of a study conducted by a marketing company, it shows that the level of users of free services is higher than users of paid services which indicates that the perception given by consumers of free services has a higher value, thus triggering product or service providers to provide something that attracts consumers to buy services. willing to pay a premium price for the product or service to be purchased. So this study aims to determine the effect of Perceived Enjoyment on Intention To Continue Willingness To Pay Premium Price, Effect of Perceived Enjoyment on Customer Satisfaction, and the role of Customer Satisfaction in mediating Perceived Enjoyment on Intention To Continue Willingness To Pay Premium Price According to an Islamic Perspectuve. This research is quantitative by using nonprobability sampling technique which includes purposive sampling. The data collection technique uses a literature study and questionnaires with a Likert scale which are distributed to users who have used or are currently using premium online streaming services during the Covid-19 pandemic through google forms which were tested using IBM SPSS Statistics 26. The results showed that perceived enjoyment had a significant effect on intention to continue willingness to pay premium price, perceived enjoyment had a significant effect on customer satisfaction, and the customer satisfaction variable was able to mediate perceived enjoyment on intention to continue willingness to pay premium price. So that all hypotheses are accepted. Keywords: Willingness to Pay, Perceived Enjoyment, Customer Satisfaction.

Actions (login required)

View Item