PENGARUH ELECTRONIC WORD OF MOUTH, PERCEIVED ENJOYMENT, DAN SUBJECTIVE NORM TERHADAP CONTINUANCE INTENTION JASA SUBSCRIPTION VIDEO ON DEMAND (SVoD) NETFLIX DENGAN VARIABEL PERCEIVED USEFULNESS SEBAGAI VARIABEL MEDIASI (Survei pada Generasi Z di Daerah Istimewa Yogyakarta)

KUSUMAWATI, TAQIYYA SALMANAJAH (2023) PENGARUH ELECTRONIC WORD OF MOUTH, PERCEIVED ENJOYMENT, DAN SUBJECTIVE NORM TERHADAP CONTINUANCE INTENTION JASA SUBSCRIPTION VIDEO ON DEMAND (SVoD) NETFLIX DENGAN VARIABEL PERCEIVED USEFULNESS SEBAGAI VARIABEL MEDIASI (Survei pada Generasi Z di Daerah Istimewa Yogyakarta). Other thesis, UPN Veteran Yogyakarta.

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Abstract

Penelitian ini bertujuan untuk menjelaskan mengenai pengaruh electronic word of
mouth (eWOM), perceived enjoyment, dan subjective norm, terhadap continuance
intention platform streaming Netflix pada generasi Z di Daerah Istimewa
Yogyakarta dengan dimediasi variabel perceived usefulness. Kemajuan teknologi
beriringan dengan meleknya generasi penerus terhadap teknologi. Metode
penelitian yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan
metode survey. Teknik pengambilan sampel penelitian menggunakan non�probability berupa purposive sampling dengan kriteria merupakan generasi Z di
rentang umur 17 – 26 tahun, dan belum pernah berlangganan Netflix. Alat analisis
yang digunakan penelitian ini merupakan Smart PLS 3.2.9. Data penelitian
dikumpulkan melalui kuesioner dan diperoleh 131 responden. Hasil penelitian ini
menunjukkan bahwa: (1) electronic word of mouth (eWOM), subjective norm, dan
perceived usefulness berpengaruh positif terhadap continuance intention,
sedangkan perceived enjoyment tidak berpengaruh terhadap continuance intention;
(2) perceived enjoyment dan subjective norm berpengaruh positif terhadap
perceived usefulness, sedangkan electronic word of mouth (eWOM) tidak
berpengaruh terhadap perceived usefulness; (3) terdapat pengaruh positif atas
pengaruh tidak langsung perceived enjoyment dan subjective norm terhadap
continuance intention melalui perceived usefulness, sedangkan electronic word of
mouth (eWOM) tidak berpengaruh terhadap continuance intention melalui
perceived usefulness.
Kata Kunci: electronic word of mouth (eWOM), perceived enjoyment, subjective
norm, perceived usefulness, continuance intention

Item Type: Thesis (Other)
Uncontrolled Keywords: electronic word of mouth (eWOM), perceived enjoyment, subjective norm, perceived usefulness, continuance intention
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: A.Md Sepfriend Ayu Kelana Giri
Date Deposited: 06 Jul 2023 06:49
Last Modified: 06 Jul 2023 06:49
URI: http://eprints.upnyk.ac.id/id/eprint/36332

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