PENGARUH PERFORMANCE EXPECTANCY DAN PERCEIVED EASE OF USE TERHADAP CONTINUANCE PURCHASE DIGITAL MUSIC STREAMING SERVICES YANG DIMEDIASI OLEH SERVICE EXPERIENCE
DOI:
https://doi.org/10.31539/costing.v7i6.11906Keywords:
Kata Kunci: Performance Expectancy, Perceived ease of use, Service experience, Continuance purchase, Digital Music Streaming Services.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 Tujuan yang ingin dicapai adalah bagaimana hubungan saling keterkaitan antara performance expectancy dan perceived ease of use dan terhadap continuance intention digital music streaming services di Indonesia yang dimediasi service experience. 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 Software 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 semua variabel 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 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.
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