Pengaruh Perceived Value Terhadap Pengguna Freemium Pada Aplikasi Youtube Music Melalui Attitude Sebagai Mediasi

Marsya Mutia; Syti Sarah Maesaroh; Muhammad Rizki Nugraha

doi:10.69693/ijmst.v4i3.12137

Authors

Marsya Mutia Universitas Pendidikan Indonesia
Syti Sarah Maesaroh Universitas Pendidikan Indonesia
Muhammad Rizki Nugraha Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.69693/ijmst.v4i3.12137

Keywords:

Emotional Value, Social Value, Quality Value, Price Value, Attitude, Purchase Intention

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh perceived value (emotional value, social value, quality value, dan price value) terhadap purchase intention pengguna freemium pada aplikasi YouTube Music, dengan attitude sebagai variabel mediasi. Penelitian ini menggunakan metode kuantitatif dengan pendekatan kausal. Data dikumpulkan dari 196 responden melalui kuesioner daring menggunakan teknik purposive sampling dan dianalisis dengan pendekatan Partial Least Square Structural Equation Modeling (SEM-PLS) menggunakan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa social value (O = 0,133; p < 0,022), quality value (O = 0,279; p < 0,000), dan price value (O = 0,496; p < 0,000) berpengaruh positif dan signifikan terhadap attitude, sedangkan emotional value (O = -0,011; p < 0,870) tidak berpengaruh signifikan. Social value (O = 0,395; p < 0,000) dan price value (O = 0,319; p < 0,000) berpengaruh signifikan secara langsung terhadap purchase intention, sedangkan emotional value (O = 0,029; p < 0,645) dan quality value (O = 0,064; p < 0,271) tidak berpengaruh signifikan secara langsung. Attitude (O = 0,278; p < 0,000) berpengaruh positif dan signifikan terhadap purchase intention serta memediasi pengaruh social value (O = 0,037; p < 0,036), quality value (O = 0,078; p < 0,001), dan price value (O = 0,138; p < 0,001) terhadap purchase intention, namun tidak memediasi pengaruh emotional value (O = -0,003; p < 0,874).

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