Pengaruh Content Richness, Percieved Usefulness, Percieved Ease Of Use, Percieved Price, Dan Free Alternatives Terhadap Willingness To Subscribe (studi Kasus Pada Aplikasi Plomo Di Pt. Plomo Teknokreasi Prima)

Agung Dwi Nugroho, Puspita Kencana Sari

Abstract

Abstrak Salah satu perusahaan yang bergerak pada bidang media informasi digital mengenai food & beverage adalah PT. Plomo Teknokreasi Prima dengan aplikasi berbasis subscribenya yang bernama Plomo. Faktor yang mempengaruhi konsumen untuk men-subscribe pada aplikasi subscription-based app, diantaranya adalah content richness, perceived usefulness, percieved ease of use, perceived price, dan free alternatives. Dengan demikian, penelitian ini dilakukan dengan tujuan untuk mengetahui seberapa besar pengaruh Content Richness terhadap Percieved Usefulness, selain itu untuk pula mengetahui seberapa besar pengaruh Percieved Ease Of Use, Percieved Price, dan Free Alternatives Terhadap Willingness To Subscribe Aplikasi subscription base Plomo. Metode pengumpulan data mengenai objek penelitian didapat melalui kuesioner yang disebar kepada 100 responden melalui e-mail dan telepon, yaitu kepada user yang memakai aplikasi subscription base Plomo, dengan menggunakan teknik simple random sampling. Untuk kemudian data dianalisis dengan program SMARTPLS v.3.0 for windows Berdasarkan hasil analisis penelitian, di dapat bahwa Content Richness, berpengaruh terhadap Percieved Usefulness, dan Percieved Ease of Use juga berpengaruh terhadap Willingness To Subscribe, sedangkan Percieved Usefulness, Percieved Price, dan Free Alternatives tidak berpengaruh terhadap Willingness To Subscribe. Kata Kunci: Content Richness, Percieved Usefulness, Percieved Ease Of Use, Percieved Price, Free Alternatives, Willingness To Subscribe ISSN : 2355-9357 e-Proceeding of Management : Vol.6, No.1 April 2019 | Page 287 2 Abstract One of the companies engaged in digital media information in food & beverage sector is PT. Plomo Teknokreasi Prima with its subscribe based application called Plomo. Factors that influence consumers to subscribe to subscription-based app applications include content richness, perceived usefulness, percieved ease of use, perceived price, and free alternatives. Thus, this study was conducted with the aim to determine how much the influence of Content Richness to Percieved Usefulness, and also to know how much influence the Percieved Ease of Use, Percieved Price, and Free Alternatives to Willingness To Subscribe in Plomo subscription base application. The method of collecting data on the research object, was obtained through a questionnaire distributed to 100 respondents via e-mail and telephone, using a simple random sampling technique, whom’s users that using the Plomo subscription base application,. Then the data was analyzed using the SMARTPLS v.3.0 for windows program Based on the results from the analysis, it can be found that Content Richness has an positive effect on Percieved Usefulness, and Percieved Ease of Use also affects Willingness To Subscribe positively, while Percieved Usefulness, Percieved Price, and Free Alternatives have no effect on Willingness To Subscribe. Keywords: Content Richness, Percieved Usefulness, Percieved Ease Of Use, Perci eved Price, Free Alternatives, Willingness To Subscribe

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