PENGARUH DIMENSI NILAI PERSEPSIAN TERHADAP NIAT PERILAKU PENGGUNA; STUDI PADA PENGGUNA FITUR APLIKASI MOBILE BERBAYAR

https://doi.org/10.22146/abis.v2i4.59359

Irna Selviana(1*)

(1) Maksi FEB UGM
(*) Corresponding Author

Abstract


Penelitian ini bertujuan untuk melengkapi penelitian sebelumnya dan menguji model yang mengintegrasikan antara komponen nilai-nilai yang ada dalam Theory Consumption Value dan variabel nilai moneter dalam adopsi teknologi informasi dan komunikasi untuk menjelaskan niat perilaku. Objek penelitian ini adalah masyarakat pengguna fitur aplikasi mobile berbayar. Data dikumpulkan melalui kuisioner online, dari survey online yang dilakukan diperoleh data sebanyak 142 yang kemudian diuji menggunakan statistic deskriptif, uji validitas, uji reliabilitas dan Structural Equation Model (SEM) berbasis varian untuk menguji hipotesis dengan bantuan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa nilai fungsional, nilai sosial, nilai emosional, nilai epistemis, dan nilai moneter berpengaruh positif terhadap nilai persepsian. Nilai persepsian berpengaruh positif terhadap niat untuk menggunakan dan niat untuk memberikan Positive Word of Mouth (PWOM). Penelitian ini juga memverifikasi bahwa nilai persepsian merupakan konstruk yang bersifat multi-dimensional dimana setiap dimensinya memberikan dasar bagi individu dalam membentuk sebuah penilaian yang bersifat menyeluruh untuk proses pengambilan keputusan mengenai niat perilakunya.

Keywords


Abis, Abisugm, Abismaksi, Maksi, Maksiugm, Feb, Febugm, ugm, Nilai persepsian, Theory Consumption Value, Niat perilaku, Positive Word of Mouth (PWOM)

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DOI: https://doi.org/10.22146/abis.v2i4.59359

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