Pengaruh theory of planned behavior, ethics theory dan habit terhadap intention penggunaan produk digital bajakan pada generasi milenial

Pranata, Arifin (2018) Pengaruh theory of planned behavior, ethics theory dan habit terhadap intention penggunaan produk digital bajakan pada generasi milenial. Masters thesis, Universitas Pelita Harapan.

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Abstract

Due to massive movement in digital world around the world, the digital piracy also grown and become significant problems in digital world. However, digital piracy problem still being underestimated especially in Indonesia. Digital piracy becoming critical threat in digital world that inflict a financial loss to a lot of digital creative business. This study investigates the effects of Theory of Planned Behavior, Ethics Theory, and Habit to Intention of using products of digital piracy particularly in millennials particularly in millennial generations. This study was conducted on 86 males and 45 females, aged mostly 20 – 24 years old and lived in Jakarta. This study was used questionnaire to gathered data from respondent. Structural Equation Modelling (SEM) was used as analysis method and SmartPLS v.3 to analyzed the data. The results of the study revealed that Moral Obligation, Justice, Subjective Norm, Attitude, Perceived Benefit, Perceived Risk, Perceived Behavioral Control, and Habit significantly affect intention in using products of digital piracy. These results shown to be similar as previous study. Moral Obligation founded to be the most significantly influencing directly to intention of using products of digital piracy. In addition, perceived benefit also shown to influencing intention significantly. This results shows that millennial generations motivated to using products of digital piracy because of the lack of moral obligation to not using products of digital piracy and the perceived benefit that products of digital piracy give to them. According to the findings, the implications and future research direction are provided. / Perkembangan yang sangat cepat dalam dunia digital di seluruh dunia menyebabkan permasalahan pembajakan produk digital ikut berkembang. Tetapi, masalah ini masih diremehkan, khususnya di Indonesia. Pembajakan produk digital menjadi masalah yang serius dan merugikan sejumlah kreatif dalam bidang digital. Penelitian ini menganalisa pengaruh dari Theory of Planned Behavior dan ethics theory, dan habit pada intention untuk menggunakan produk digital bajakan. Penelitian ini dilakukan kepada 86 pria dan 45 wanita yang kebanyakan berumur 20 sampai 25 tahun dan tinggal di Jakarta. Data dari responden diperoleh dengan kuesioner dan dianalisis menggunakan Structural Equation Modelling (SEM) sebagai metode penelitian dan menggunakan software SmartPLS versi 3 untuk pengolahan data. Hasil penelitian menunjukkan moral obligation, justice, subjective norm, attitude, perceived benefit, perceived risk, perceived behavioral control, dan habit berpengaruh secara signifikan terhadap intention dalam menggunakan produk digital bajakan. Moral obligation ditemukan sebagai variabel yang memiliki pengaruh paling signifikan terhadap intention dalam penggunaan produk digital bajakan. Perceived benefit juga ditemukan sebagai faktor yang berpengaruh pada intention dalam penggunaan produk digital bajakan. Hasil ini menunjukkan bahwa keinginan untuk menggunakan produk digital bajakan pada generasi milenial timbul karena kurangnya kesadaran secara moral bahwa penggunaan produk digital bajakan adalah perbuatan yang salah dan timbulnya persepsi keuntungan yang akan didapatkan jika menggunakan produk digital bajakan. Berdasarkan hasil dari penelitian ini, ditemukan implikasi manajerial dan kesimpulan yang dapat dikembangkan pada penelitian selanjutnya.

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