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Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Published by Universitas Brawijaya
ISSN : 2963329X     EISSN : 2963329X     DOI : -
Core Subject : Science,
Decision Sciences, Operations Research & Management
Publish all forms of quantitative and qualitative research articles and other scientific studies related to the field of Marketing Management and Consumer Behavior.
Arjuna Subject : Ilmu Pengambilan Keputusan (semua kategori) - Ilmu Manajemen dan Riset Operasi
Articles 360 Documents
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Pengaruh Hedonic Shopping Motivation dan Shopping Lifesytle Terhadap Impulse Buying Melalui Positive Emotion Rabbani, M Rizki; Wijayanto, Gatot; Novrianti, Dian Puspita
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 3 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.02.3.01

Abstract

This study aims to analyze the effect of Hedonic Shopping Motivation and Shopping Lifestyle on Impulse Buying through Positive Emotion on H&M consumers in Pekanbaru. The data collection technique in this research is literature study and questionnaires. The population in this study were H&M consumers in Pekanbaru. The number of samples taken in this study were 384 samples. The sampling method used in this study is non-probability sampling using the accidental sampling technique. The data processed using the SEM-PLS method with SmartPLS 3.0 software. The results of this study indicate that Hedonic Shopping Motivation has an effect on Positive Emotion,  Shopping Lifestyle has an effect on Positive Emotion, Positive Emotion has an effect on Impulse Buying, Hedonic Shopping Motivation has no effect on Impulse Buying, Shopping Lifestyle has an effect on Impulse Buying, Hedonic Shopping Motivation affects Impulse Buying through Positive Emotion, and Shopping Lifestyle affects Impulse Buying through Positive Emotion.   Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh Hedonic Shopping Motivation dan Shopping Lifestyle terhadap Impulse Buying melalui Positive Emotion pada konsumen H&M di Pekanbaru. Teknik pengumpulan data dalam penelitian ini adalah studi pustaka dan kuesioner. Populasi dalam penelitian ini adalah konsumen H&M di Pekanbaru. Jumlah sampel yang diambil dalam penelitian adalah 384 sampel. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling dengan menggunakan teknik accidental sampling. Pengolahan data menggunakan metode SEM-PLS dengan software SmartPLS 3.0. Hasil penelitian ini menunjukkan bahwa Hedonic Shopping Motivation berpengaruh terhadap Positive Emotion, Shopping Lifestyle berpengaruh terhadap Positive Emotion, Positive Emotion berpengaruh terhadap Impulse Buying, Hedonic Shopping Motivation tidak berpengaruh terhadap Impulse Buying, Shopping Lifestyle berpengaruh terhadap Impulse Buying, Hedonic Shopping Motivation memengaruhi Impulse Buying melalui Positive Emotion, dan Shopping Lifestyle memengaruhi Impulse Buying melalui Positive Emotion.
Pengaruh Product Usability dan Cashback Promotion Terhadap Loyalitas Pengguna “OVO” Melalui Kepuasan shabri, Amirul; Restuti, Sri; Noviasari, Henni
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 2 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.2.12

Abstract

This study aims to examine the effect of Product Usability and Cashback Promotion on User Loyalty of the "OVO" digital wallet through user satisfaction in Z Generation  in Pekanbaru City. The population in this study includes Z generation people who are domiciled in Pekanbaru City who use the OVO digital wallet with a sample size of 115 Z generation  of Pekanbaru City and with the Non-Probability Sampling technique. Data analysis using SEM-PLS with the help of SmartPLS.4.0 software.The results of this study indicate that (1) Product Usability has a positive and significant effect on satisfaction; (2) Cashback Promotion has a positive and significant effect on satisfaction; (3) product usability has a positive and significant effect on loyalty; (4) Cashback Promotion has a positive and significant effect on Loyalty; (5) Cashback Promotion has a positive and significant effect on Loyalty; (6) Product Usability has a significant positive effect on Loyalty through Satisfaction; (7) Cashback Promotion has a significant positive effect on Loyalty through Satisfaction.   Abstrak Penelitian ini bertujuan untuk menguji pengaruh Product Usability dan Cashback Promotion terhadap Loyalitas Pengguna dompet digital “OVO” melalui Kepuasan pengguna pada generasi Z di Kota Pekanbaru. Populasi dalam penelitian ini meliputi masyarakat generasi Z yang berdomisili Kota Pekanbaru yang menggunakan dompet digital OVO dengan ukuran sempel 115 genarasi Z kota Pekanbaru dan dengan teknik penentuan sampel Non-Probability Sampling. Analisis data menggunakan SEM-PLS dengan bantuan softwere SmartPLS.4.0.Hasil penelitian ini menunjukan bahwa (1) Product Usability berpengaruh positif dan signifikan terhadap Kepuasan; (2) Cashbck Promotion berpengaruh positif dan signifikan terhadap Kepuasan; (3) Product Usability berpengaruh positif dan signifikan terhadap Loyalitas; (4) Cashback Promotion berpengaruh positif dan signifikan terhadap Loyalitas; (5) Cashbck Promotion berpengaruh positif dan signifikan terhadap Loyalitas; (6) Product Usability berpengaruh positif signifikan terhadap Loyalitas melalui Kepuasan; (7) Cashbck Promotion berpengaruh positif signifikan terhadap Loyalitas melalui Kepuasan.
Analisis Pengaruh Kualitas Produk Dan Brand Awareness Terhadap Purchase Intention Konsumen Fadlansyah, Fauzan; Handrito, Radityo Putro
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 2 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.2.03

Abstract

The objective of this research is to identify the effect of product quality and brand awareness on the purchase intention of Big Buster Burger’s customers. This research uses the explanatory type in order to explain the relationship between dependent and independent variables. The data was acquired from Google Forms questionnaires distributed through social media, and the analysis was conducted in IBM SPSS. This study finds that product quality significantly influences purchase intention, and that brand awareness also affects purchase intention. Therefore, it can be concluded that product quality and brand awareness can influence the purchase intention of Big Buster Burger’s customers.   Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh dari kualitas produk dan brand awareness terhadap purchase intention konsumen UMKM kuliner Big Buster Burger. Jenis penelitian ini adalah explanatory research untuk dapat menjelaskan hubungan antar variabel dependen masing-masing dengan variabel independen. Penelitian ini menggunakan sampel responden sejumlah 236 responden yang didapatkan melalui alat perantara kuesioner dalam bentuk google form yang disebarkan melalui media sosial. Teknik analisis data yang digunakan pada penelitian ini menggunakan alat software IBM SPSS. Hasil penelitian ini adalah bahwa kualitas produk berpengaruh secara signifikan terhadap purchase intention dan brand awareness berpengaruh secara signifikan terhadap purchase intention. Berdasarkan hasil penelitian tersebut dapat disimpulkan bahwa kualitas produk dan brand awareness dapat mempengaruhi purchase intention konsumen UMKM Big Buster Burger.
Pengaruh Motivasi Intrinsik dan Persepsi Nilai Terhadap Kepuasan dan Niat Berkelanjutan Konsumen Aksa, Rojja Tri; Wijayanto, Gatot; Wasnury, Rendra
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 2 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.2.14

Abstract

This study aims to determine the effect of intrinsic motivation and perceived value on satisfaction and continuance intentions of lazada consumers in riau university student. Data collection techniques in this research are literature study and questionnaires. The sampel in this study was Riau University students who had used the Lazada application with a total of 120 sampels. The sampling method used in this research is proportional random sampling. Data processing uses the SEM-PLS method with smartpls 3.2.9 software. The results of this study indicate that intrinsic motivation has a significant effect on consumer continuance intention, perceived value has a significant effect on consumer continuance intention, intrinsic motivation has a significant effect on consumer satisfaction, perceived value has a significant effect on consumer satisfaction, consumer satisfaction has a significant effect on consumer continuance intention, intrinsic motivation significant effect on consumer continuance intention through consumer satisfaction, perceived value has a significant effect on consumer continuance intention through consumer satisfaction.   Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh motivasi intrinsik dan persepsi nilai terhadap kepuasan dan niat berkelanjutan konsumen lazada pada mahasiwa universitas riau. Tekhnik pengumpulan data dalam penelitian ini adalah studi pustaka dan kuesioner. Sampel dalam penelitian ini adalah mahasiswa universitas riau yang pernah menggunakan aplikasi lazada untuk berbelanja online dengan jumlah 120 sampel. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah Proportional random sampling. Pengolahan data menggunakan metode SEM-PLS dengan software SmartPLS 3.2.9. Hasil penelitian ini menunjukkan bahwa motivasi intrinsik berpengaruh signifikan terhadap niat berkelanjutan konsumen, persepsi nilai berpengaruh signifikan terhadap niat berkelanjutan konsumen, motivasi intrinsik berpengaruh signifikan terhadap kepuasan konsumen, persepsi nilai berpengaruh signifikan terhadap kepuasan konsumen, kepuasan konsumen berpengaruh signifikan terhadap niat berkelanjutan konsumen, motivasi intrinsik berpengaruh signifikan terhadap niat berkelanjutan melalui kepuasan konsumen, persepsi nilai berpengaruh signifikan terhadap niat berkelanjutan melalui kepuasan konsumen.
Pengaruh Store Atmosphere, Kualitas Pelayanan dan Promosi terhadap Loyalitas Konsumen Mughni, Mochamad Rizki Abdul; Hussein, Ananda Sabil
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 2 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.2.02

Abstract

There are more than 500 coffee shops in Malang city. The number, by itself, illustrate the fierce competition in this area. Therefore, factors that can influence customer loyalty need to be identified. The objective of this research is to identify the effects of store atmosphere, service quality, and promotion on customer loyalty. the respondents of this research are 100 people in Malang city who have visited Nakoa Coffee Shop. The data was harvested from online questionnaire and was analyzed using multiple linear regression in SPSS. This study finds that store atmosphere, service quality, and promotion significantly influence customer loyalty. the fact is an indication that better store atmosphere, service quality, and promotion will lead to higher loyalty among Nakoa customers in Malang city.   Abstrak Kota Malang memiliki kurang lebih sebanyak 500 coffee shop. Banyaknya coffee shop yang berada di kota Malang pasti memiliki persaingan yang ketat, untuk itu perlu diketahui apa saja yang dapat mempengaruhi loyalitas konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh store atmosphere, kualitas pelayanan, dan promosi terhadap variabel loyalitas konsumen di. Penelitian ini menggunakan sampel sebanyak 100 responden secara online penyebaran kuesioner. Sampel terdiri dari responden yang pernah berkunjung Nakoa Coffee Shop di Malang. Data dianalisis dengan regresi linier berganda menggunakan program SPSS. Kesimpulan dalam penelitian ini menunjukkan bahwa variabel store atmosphere, kualitas pelayanan, promosi memiliki pengaruh positif terhadap loyalitas konsumen. Fakta ini menunjukkan apabila variabel store atmosphere, kualitas pelayanan, dan promosi coffee shop mengalami peningkatan maka loyalitas konsumen juga akan mengalami peningkatan pada konsumen Nakoa di Kota Malang.
Pengaruh Brand Image, E-Service Quality, Dan Price terhadap Online Food Delivery Pradana, Azizul Arundina; Kurniawati, Desi Tri
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 1 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.1.13

Abstract

The objective of this research is to identify the effects of brand image, e-service quality, and price on the repurchase intention of ShopeeFood users. This study is categorized as an explanatory research as it explains the causal relationship between variables through hypothesis testing. Using non-probability sampling method and purposive sampling technique, 117 people, who are mostly students, were selected as the respondents. They are productive-age users of ShopeeFood in Malang city who have used the food delivery service at least twice and live in Malang city. The data was analyzed using multiple linear regression performed in SPSS version 25. This study finds that brand image significantly influences repurchase intention, that e-service quality significantly affects repurchase intention, and that price has a significant effect on repurchase intention. The findings indicate that an increase in brand image, e-service quality, and price will be followed by an increase in ShopeeFood users in Malang city.   Abstrak The objective of this research is to identify the effects of brand image, e-service quality, and Price on the Repurchase Intention of ShopeeFood users. This study is categorized as explanatory research as it explains the causal relationship between variables through hypothesis testing. Using non-probability sampling method and purposive sampling technique, 117 people, who are mostly students, were selected as the respondents. They are productive-age users of ShopeeFood in Malang city who have used the food delivery service at least twice and live in Malang city. The data was analyzed using multiple linear regression performed in SPSS version 25. This study finds that Brand Image significantly influences repurchase intention, that E-Service Quality significantly affects repurchase intention, and that Price has a significant effect on repurchase intention. The findings indicate that an increase in brand image, e-service quality, and Price will be followed by an increase in ShopeeFood users in Malang city.
Pengaruh Kualitas Pelayanan, Kepuasan Pelanggan, dan User Interface terhadap Loyalitas Pelanggan Selama Masa Pandemi COVID-19 Matondang, Angga Oktavianus; Hapsari, Raditha
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 2 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.2.11

Abstract

The objective of this research is to identify the effects of service quality, customer satisfaction, and user interface on the loyalty Shopee application users during the Covid-19 pandemic. This descriptive research explains riable being studied and the relationship between the variables through hypothesis testing. The respondents of this research are 100 people who have used Shopee, to whom questionnaires were distributed through Google Forms. The data was analyzed using multiple linear regression, and the hypotheses were tested using t-test, performed in SPSS 26. This study finds that service quality, customer satisfaction, and user interface positively and significantly influence the loyalty of Shopee users. Therefore, Shopee needs to improve service quality, customer satisfaction, and user interface by, for example ensuring that the product sent to buyers suits the description in the application, penalizing took online that violates the agreement, adding new colors and features in user interface customization, and addressing delivery delays beyond the set estimation.   Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh dari kualitas pelayanan, kepuasan pelanggan, dan user interface terhadap loyalitas pelanggan selama masa pandemic COVID-19 pada pengguna aplikasi Shopee. Jenis penelitian ini adalah penelitian deskriptif yang menjelaskan kedudukan antara variabel-variabel diteliti serta hubungan antara variabel yang satu dengan yang lain melalui pengujian hipotesis yang telah dirumuskan. Penelitian ini menggunakan sampel sebanyak 100 responden Dimana penyebaran kuesioner dilakukan disebarkan melalui google form. Sampel terdiri dari responden yang sudah pernah menggunakan aplikasi Shopee. Analisis data menggunakan Analisis Regresi Linear Berganda dan uji hipotesis menggunakan uji t yang diolah dengan software SPSS ver 26. Dari hasil pengujian terhadap ketiga hipotesis dapat disimpulkan bahwa variabel kualitas pelayanan, kepuasan pelanggan, dan user interface memiliki pengaruh positif signifikan terhadap loyalitas pelanggan aplikasi Shopee. Implikasi penelitian ini adalah perlunya meningkatkan kualitas pelayanan, kepuasan pelanggan, dan user interface pada aplikasi Shopee. Hal yang dapat dilakukan antara lain memperhatikan produk yang dikirim agar sesuai dengan deskripsi pada pada aplikasi, memberikan sanksi kepada took online yang melanggar perjanjian, memberikan warna baru dan fitur kustomisasi pada user interface, dan memperhatikan keterlambatan pengiriman diluar estimasi yang sudah ditentukan.
Pengaruh Product placement pada Drama Korea dan Electronic Word of Mouth (eWOM) terhadap Purchase Intention Ariq, Muhammad; Puspaningrum, Astrid
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 1 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.1.01

Abstract

Culinary industry is now experiencing a rapid development thank to the development of technology and information that enables companies to develop their businesses. When Subway was opened in Indonesia, people’s enthusiasm to its product was high. In the current digital era, product placement is one of the strategies that are considered effective in attracting people’s interest in a certain brand. Further, eWOM is also a good media for the propagation of information about a brand. This research was conducted to identify the influences of product placement in Korean drama and eWOM on people’s intention to purchase Subway in South Jakarta. Using non-probability sampling method and purposive sampling technique, 120 people with the minimum age of 17 years who have access to internet and social media, who have watched Korean drama, and who have not purchased the products of Subway were selected as the respondents. The data of this quantitative research was analyzed using SmartPLS 3.0. The results of the hypothesis testing indicate that both eWOM and product placement in Korean drama positively influences the people’s intention to purchase Subway’s products.   Abstrak Industri kuliner saat ini telah mengalami perkembangan yang sangat cepat, dengan di dukung perkembangan teknologi dan informasi semakin mudah bagi perusahaan untuk mengembangkan bisnis. Pada awal pembukaan Subway di Indonesia, antusiame masyarakat sangat tinggi. Di era digital saat ini product placement merupakan salah satu strategi yang dianggap efektif dalam menarik minat masyarakat terhadap suatu brand, begitu juga dengan eWOM yang dapat menjadi sarana untuk mendapatkan informasi yang disebarkan oleh masyarakat mengenai suatu brand. Penelitian ini dilakukan untuk mengetahui pengaruh product placement pada drama korea dan eWOM terhadap Purchase intention Subway di Jakarta Selatan. Jenis penelitian ini merupakan penelitian kuantitatif. Teknik pengambilan sampel menggunakan non-probability sampling dan metode purposive sampling. Sampel yang digunakan adalah 120 responden dengan ketentuan minimal berusia 17 tahun, pernah menonton drama korea, memiliki akses internet dan sosial media, dan belum pernah membeli produk Subway. Analisis data penelitian ini menggunakan SmartPLS 3.0. Berdasarkan hasil pengujian dari kedua hipotesis, dapat disimpulkan bahwa: (1) Product placement pada drama korea dapat berpengaruh positif terhadap Purchase intention Subway, (2) eWOM berpengaruh positif terdahap Purchase intention Subway.
Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Awareness sebagai Mediasi Abdillah, Hanif Abror; Pradana, Bayu Ilham
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 1 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.1.14

Abstract

PASTEI’Z Malang is a pastry business that utilizes Instagram social media to market its products. Through the Instagram account @pasteizmalang, consumers can find out the various product variants being sold as well as various information related to the business. But like a business that has competitors, PASTEI’Z Malang must continue to strive to improve its performance, one of which is through social media marketing. The approach in this research is a quantitative approach. This type of research is explanatory research. The population in this study were PASTEI’Z Malang consumers who followed social media @pasteizmalang as many as 3,411 consumers. The sample calculation used in this study was determined using the Slovin formula so that the sample analyzed was 193 respondents. Data processing uses Partial Least Square (Smart-PLS) version 3.0. pls. the results of the study show that social media marketing has a significant effect on PASTEI’Z Malang brand awareness, social media marketing has a significant effect on PASTEI’Z Malang purchase intention, brand awareness has a significant effect on PASTEI’Z Malang purchase intention, and social media marketing has a significant effect on purchases intention through brand awareness as a mediating variable.   Abstrak PASTEI’Z Malang merupakan salah satu bisnis di bidang pastry yang memanfaatkan media sosial instagram dalam memasarkan produknya. Melalui akun instagram @pasteizmalang, konsumen dapat mengetahui berbagai varian produk yang dijual serta berbagai informasi terkait bisnis tersebut. Namun layaknya bisnis yang memiliki kompetitor, PASTEI’Z Malang harus terus berupaya dalam meningkatkan kinerjanya, salah satunya melalui social media marketing. Pendekatan dalam penelitian ini adalah pendekatan kuantitatif. Jenis penelitian ini adalah explanatory research (penelitian penjelasan). Populasi pada penelitian ini ialah konsumen PASTEI’Z Malang yang mengikuti media sosial @pasteizmalang sebanyak 3.411 konsumen. Perhitungan sampel yang digunakan dalam penelitian ini ditentukan dengan menggunakan rumus Slovin sehingga sampel yang dianalisis sebanyak 193 responden. Pengolahan data menggunakan program Partial Least Square (Smart-PLS) versi 3.0. PLS. hasil penelitian menunjukkan bahwa social media marketing berpengaruh signifikan terhadap brand awareness PASTEI’Z Malang, social media marketing berpengaruh signifikan terhadap purchase intention PASTEI’Z Malang, brand awareness berpengaruh signifikan terhadap purchase intention PASTEI’Z Malang, dan social media marketing berpengaruh signifikan terhadap purchase intention melalui brand awareness sebagai variabel mediasi.
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)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.1.05

Abstract

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.

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