MODEL CONTINUANCE PURCHASE DIGITAL MUSIC STREAMING SERVICES DI INDONESIA

Fajar Ramadhan, - (2023) MODEL CONTINUANCE PURCHASE DIGITAL MUSIC STREAMING SERVICES DI INDONESIA. S3 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini dilakukan berdasarkan fenomena peningkatan penggunaan digital music streaming services, namun sebaran pengguna digital music streaming services masih belum seimbang dan optimal, dimana pengguna terbesar ada pada kelompok generasi millennial. Model penelitian dibentuk dari sintesa literatur-literatur penelitian terdahulu dengan menggunakan bibliomterik analisis dan systematic literature review. Tujuan yang ingin dicapai adalah bagaimana hubungan saling keterkaitan antara performance expectancy, perceived ease of use, price value, social influence, personalization, service experience, continuance intention terhadap continuance intention digital music streaming services di Indonesia. Penelitian ini menggunakan digital music streaming services sebagai unit analisis dengan teknik systematic random sampling dari 235 responden pelanggan premium. Penelitian ini merupakan penelitian verifikatif dengan eksplanasi survei dan teknik analisis deskriptif dan inferensial. Analisa data menggunakan Structural Equation Model (SEM) melalui Sofware SmartPLS 3. Penelitian ini menemukan bahwa integrasi model TAM, DOI dan UTAUT sangat baik dan kuat dan menjelaskan continuance purchase sebesar 63,9 %. Hasil analisis deskriptif menunjukkan bahwa variabel service experience, perceived ease of use, price value, social influence, personalization, service experience, continuance intention dan continuance purchase terukur dalam kategori sangat tinggi. Hasil penelitian ini menunjukkan bahwa tidak semua variabel berpengaruh positif dan signifikan terhadap continuance purchase digital music streaming services. Novelty dari penelitian ini menghasilkan model baru adopsi teknologi digital music streaming services dengan melihat faktor pendorong dan faktor penghambat dengan service experience dan continuance intention sebagai variabel mediasi. Berdasarkan output uji pengaruh tidak langsung model ini memiliki part mediation, dengan kata lain, variabel bebas secara langsung dapat mempengaruhi variabel terikat tanpa adanya intervensi dari variabel mediator. This research was conducted based on the phenomenon of increasing use of digital music streaming services, but the distribution of users of digital music streaming services is still not balanced and optimal, where the largest users are in the millennial generation group. The research model was formed from a synthesis of previous research literature using bibliometric analysis and systematic literature review. The goal to be achieved is how the interrelationships between performance expectancy, perceived ease of use, price value, social influence, personalization, service experience, continuance intention on the continuance intention of digital music streaming services in Indonesia. This study uses digital music streaming services as the unit of analysis with a systematic random sampling technique from 235 premium customer respondents. This research is verification research with survey explanation and descriptive and inferential analysis techniques. Data analysis used the Structural Equation Model (SEM) through SmartPLS 3 Software. This study found that the integration of the TAM, DOI and UTAUT models was very good and strong and explained a continuance purchase of 63.9%. The results of the descriptive analysis show that the variables service experience, perceived ease of use, price value, social influence, personalization, service experience, continuance intention and continuance purchase are measurable in the very high category. The results of this study indicate that not all variables have a positive and significant effect on the continuation of purchasing digital music streaming services. The novelty of this study resulted in a new model of adoption of digital music streaming service technology by looking at the driving factors and inhibiting factors with service experience and intention to continue as mediating variables. Based on the output effect test, this model does not directly have a mediation part, in other words, the independent variables can directly affect the variable attachment without the intervention of the mediator variable.

Item Type:	Thesis (S3)
Additional Information:	https://sinta.kemdikbud.go.id/authors/profile/6728171 SINTA ID : 5985049 SINTA ID : 5994043 SINTA ID : 6002446
Uncontrolled Keywords:	Service experience, Perceived ease of use, Price value, Social influence, Personalization, Service experience, Continuance intention, Continuance purchase, Digital Music Streaming Services.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Akuntansi (non kependidikan)
Depositing User:	Fajar Ramadhan
Date Deposited:	07 Feb 2023 07:35
Last Modified:	07 Feb 2023 07:35
URI:	http://repository.upi.edu/id/eprint/88098

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