Analisis Faktor-Faktor yang Mempengaruhi Purchase Intention terhadap Continuance Intention dan Satisfaction Pengguna YouTube Music

Kusuma, Grescia (2025) Analisis Faktor-Faktor yang Mempengaruhi Purchase Intention terhadap Continuance Intention dan Satisfaction Pengguna YouTube Music. Bachelor Thesis, Universitas Multimedia Nusantara.

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Abstract

Penelitian ini menganalisis faktor penurunan minat pengguna YouTube Music di Indonesia menggunakan pendekatan Technology Acceptance Model. Metode survei kuantitatif dengan SEM-PLS menunjukkan bahwa Perceived Usefulness, Perceived Ease of Use, dan Perceived Enjoyment berpengaruh positif terhadap Perceived Value, yang selanjutnya memengaruhi Satisfaction dan Continuance Intention. Namun, kepuasan tidak secara otomatis meningkatkan Purchase Intention, sehingga muncul fenomena "satisfied but no payment" pada layanan freemium. Rendahnya persepsi nilai, pengalaman pengguna, serta efektivitas fitur personalisasi dibandingkan kompetitor menjadi faktor utama menurunnya minat terhadap YouTube Music.

Item Type:	Thesis (Bachelor Thesis)
Creators:	Kusuma, Grescia (00000081815)
Contributors:	Rizkalla, Nosica
Keywords:	YouTube Music, Technology Acceptance Model, Perceived Value, Satisfaction, Purchase Intention
Subjects:	600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics)
Divisions:	Faculty of Business > Management
Date Deposited:	10 Jan 2026 08:05
URI:	https://kc.umn.ac.id/id/eprint/43225

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