Pengaruh user experience, price, social context, dan perceived value terhadap purchase intention: studi kasus line webtoon

Supriady, Candy and Halik, Octavianus (2020) Pengaruh user experience, price, social context, dan perceived value terhadap purchase intention: studi kasus line webtoon. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini dilakukan untuk mengetahui pengaruh user experience dan price terhadap purchase intention dengan mediasi dari perceived value serta pengaruh social context terhadap purchase intention. Pengumpulan data primer dilakukan melalui kuesioner online dan disebarkan secara online. Responden yang memenuhi kriteria dan menjawab dengan lengkap kusioner penelitian adalah 387 orang yang merupakan pengguna Line Webtoon. Kuesioner ini terdiri dari 23 pertanyaan dengan menggunakan Skala Likert 1 – 5. Data sekunder yang digunakan bersumber dari literatur yang terkait. Pengolahan data primer dilakukan dengan menggunakan metode PLS-SEM. Hasil penelitian ini menunjukkan bahwa price, social context, dan perceived value berpengaruh positif dan signifikan terhadap purchase intention sedangkan user experience tidak berpengaruh signifikan terhadap purchase intention. Namun dengan mediasi dari perceived value, user experience dapat berpengaruh secara partial terhadap purchase intention. Hasil mediasi dari perceived value pada price terhadap purchase intention juga terbukti positif dan signifikan sebagai partial mediation. / The purpose of this study is to find the effect of user experience and price towards purchase intention mediated by perceived value, also the effect of social context towards purchase intention. Primary data collection is done by spreading out online questionnaire by online media. The respondent who meet the criteria and answering the questionnaire until the end are 387 respondents. The questionnaire consists of 23 questions using Likert Scale 1 – 5. Secondary data collection is from related literature. Data processing is done by using PLS-SEM method. In the end, the result is price, social context, and perceived value have a positive effect and significant towards purchase intention, meanwhile user experience doesn’t have a significant effect toward purchase intention. With the help of mediating variable which is perceived value, user experience can affect partially towards purchase intention indirectly. Mediation results from the perceived value of the price on the purchase intention also proved positive and significant as a partial mediation.

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