PENGARUH PERCEIVED EASE OF USE, PERCEIVED USEFULNESS DAN SOCIAL INFLUENCE TERHADAP INTENTION TO USE LAYANAN VIDEO ON DEMAND PADA NETFLIX (Studi Pada Pengguna Netflix Di Sukarame, Bandar Lampung)

Tri, Novita Sari PENGARUH PERCEIVED EASE OF USE, PERCEIVED USEFULNESS DAN SOCIAL INFLUENCE TERHADAP INTENTION TO USE LAYANAN VIDEO ON DEMAND PADA NETFLIX (Studi Pada Pengguna Netflix Di Sukarame, Bandar Lampung). indonesian jornal of islamic economics and finance.

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Abstract

Abstrak Peningkatan jumlah pengguna layanan Video on Demand (VoD) seperti Netflix mendorong penelitian tentang faktor-faktor yang mempengaruhi intention to use layanan ini. Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Ease of Use, Perceived Usefulness, dan Social Influence terhadap Intention to Use layanan Netflix di Sukarame, Bandar Lampung, serta meninjau perspektif ekonomi Islam terhadap perilaku konsumsi layanan VoD. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan Structural Equation Modeling Partial Least Square (SEM-PLS), menggunakan sampel sebanyak 96 responden yang dipilih dengan teknik purposive sampling. Hasil penelitian menunjukkan bahwa ketiga variabel independen Perceived Ease of Use, Perceived Usefulness, dan Social Influence berpengaruh positif dan signifikan terhadap Intention to Use layanan Netflix. Penelitian ini dapat menjadi acuan bagi penyedia layanan untuk meningkatkan pengalaman pengguna dan bagi akademisi dalam mengembangkan kajian terkait adopsi teknologi dalam perspektif Islam. Kata kuci: Perceived Ease of Use; Perceived Usefulness; Social Influence. Abstract 2 The increase in the number of users of Video On Demand (VoD) services such as Netflix is encouraging research on the factors that influence the intention to use these services. This study aims to analyze the effect of Perceived Ease of Use, Perceived Usefulness, and Social Influence on the Intention to Use Netflix services in Sukarame, Bandar Lampung, and review the perspective of Islamic Economics on the consumption behavior of VoD services. The research method used is quantitative with Structural Equation Modeling-Partial Least Square (SEM-PLS) approach, using a sample of 96 respondents selected by purposive sampling technique. The results showed that the three independent variables Perceived Ease of Use, Perceived Usefulness, and Social Influence have a positive and significant effect on the Intention to Use Netflix services. This research can be a reference for service providers to improve user experience and for academics in developing studies related to the adoption of technology in an Islamic perspective. Keywords: Perceived Ease of Use, Perceived Usefulness, Social Influence.

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