CUSTOMER INTENTION SEBAGAI MEDIASI PERCEIVED USEFULNESS DAN PERCEIVED PRICE TERHADAP BUYING DECISION KONSUMEN YOUTUBE PREMIUM DI BALI

BISMA: Jurnal Bisnis dan Manajemen Pub Date : 2022-08-02 DOI:10.19184/bisma.v16i2.29193

Desak Made Febri Purnama Sari, Ignacia Linda Marcelina

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Abstract

This study aims to measure the effect of perceived usefulness and perceived price on buying decisions through customer intention on YouTube Premium services. The number of samples in this study was 119 YouTube Premium users in Bali, who were taken using a purposive sampling technique. Data were analyzed using Partial Least Square, one of the Structural Equation Modeling approaches. The results showed that perceived usefulness had a positive and significant effect on customer intention, perceived price had a positive and significant effect on customer intention, and customer intention had a positive and significant effect on buying decisions. Another finding was that customer intention mediated the effect of perceived usefulness and perceived price on buying decisions. The results of this study can be used as a reference for improving the quality of YouTube Premium services by increasing the benefits of using and offering prices through discounted, voucher, or gift card schemes. Keywords: buying decision, customer intention, perceived price, perceived usefulness

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消费者意向、媒体感知有用性、感知价格、购买决策、YouTube付费等

本研究旨在通过YouTube Premium服务的顾客意向，衡量感知有用性和感知价格对购买决策的影响。本研究的样本数量为巴厘岛的119名YouTube Premium用户，他们采用了有目的的抽样技术。数据分析使用偏最小二乘法，结构方程建模方法之一。结果显示，感知有用性对顾客意向有正向显著影响，感知价格对顾客意向有正向显著影响，顾客意向对购买决策有正向显著影响。另一个发现是顾客意向在感知有用性和感知价格对购买决策的影响中起中介作用。本研究的结果可作为提高YouTube Premium服务质量的参考，通过折扣、代金券或礼品卡计划增加使用和提供价格的好处。关键词:购买决策，顾客意向，感知价格，感知有用性

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BISMA: Jurnal Bisnis dan Manajemen

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