Pengaruh Mobile App Quality terhadap Willingness to Subscribe pada Layanan Video on Demand

Alfi, Luthfiyah
Moko, Wahdiyat

Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Vol. 2 No. 1 (2023)

The objective of this research is to identify the effects of mobile app quality on the willingness to subscribe to the video on demand service of Netflix in Malang City. The influences to be proven are those of each independent variable on the dependent one. This research is an explanatory study, which explains the relationship between two or more phenomena. The research samples are 180 people; they were selected using non-probability sampling method and judgmental sampling technique with the criteria of living in Malang City, having the minimum age of seventeen years, and subscribing or having the experience of using Netflix application. The data was harvested through online questionnaires and was analyzed using IBM SPSS Statistics version 26. This study finds that perceived usefulness significantly influences willingness to subscribe, that perceived ease of use does not affect willingness to subscribe, perceived price has no significant effect on willingness to subscribe, and that free alternatives to paid apps does not significantly affect willingness to subscribe.   Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh mobile app quality terhadap willingness to subscribe pada layanan video on demand aplikasi Netflix di Kota Malang. Pengaruh yang ingin dibuktikan merupakan pengaruh variabel independen secara masing-masing terhadap variabel dependen. Jenis penelitian ini adalah explanatory research untuk menjelaskan hubungan dua ataupun lebih fenomena. Penelitian ini menggunakan sampel sebanyak 180 responden yang didapatkan melalui penyebaran kuesioner secara online. Pengambilan sampel menggunakan teknik non-probability sampling dan metode judgement sampling dengan karakteristik responden berdomisili di Kota Malang yang sedang berlangganan atau pernah menggunakan aplikasi Netflix, serta telah berusia 17 tahun. Teknik penelitian ini menggunakan Statistical Package for the Social Sciences dengan program IBM SPSS Statistics versi 26. Hasil penelitian ini menunjukkan bahwa perceived usefulness berpengaruh signifikan terhadap willingness to subscribe. Sedangkan perceived ease of use tidak berpengaruh terhadap willingness to subscribe, perceived price tidak berpengaruh signifikan terhadap willingness to subscribe, serta free alternatives to paid apps juga tidak berpengaruh signifikan terhadap willingness to subscribe.