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PENGARUH PERCEIVED EASE OF USE, PERCEIVED USEFULNESS, DAN PERCEIVED ENJOYMENT PADA ATTITUDE TOWARD USE, PRICE VALUE DAN DAMPAKNYA TERHADAP BEHAVIORAL INTENTION TO USE : SURVEI PADA PENGGUNA FITUR FREEMIUM YOUTUBE MUSIC DI JAWA TIMUR

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RINGKASAN

Ardianingputri Laili Hibatullah Prayitno, 2025. Magister Administrasi Bisnis.
Universitas Brawijaya. “Pengaruh Perceived Ease of Use, Perceived Usefulness,
Dan Perceived Enjoyment Pada Attitude Toward Use, Price Value Dan
Dampaknya Terhadap Behavioral Intention to Use (Survei Pada Pengguna
Fitur Freemium Youtube Music di Jawa Timur)”. Dosen Pembimbing Utama:
Dr. Zainul Arifin, MS, Dosen Pembimbing Anggota: Edriana Pangestuti, SE, M.Si, DBA

Perkembangan teknologi informasi mendorong peningkatan konsumsi
musik digital, termasuk melalui YouTube Music yang menawarkan layanan
freemium dengan masa uji coba satu bulan. Namun, tingkat konversi pengguna ke
layanan premium masih rendah karena pengalaman uji coba belum cukup
mendorong niat berlangganan. Penelitian ini menggunakan pendekatan Technology
Acceptance Model (TAM) dan Stimulus-Organism-Response (SOR) untuk
memahami faktor-faktor yang memengaruhi niat perilaku pengguna. Persepsi
terhadap kemudahan penggunaan, kegunaan, kesenangan, serta nilai harga layanan
menjadi faktor penting dalam keputusan berlangganan. Jawa Timur dipilih sebagai
lokasi penelitian karena memiliki tingkat adopsi digital tertinggi di Indonesia.
Penelitian ini didasarkan pada integrasi Technology Acceptance Model
(TAM), Stimulus-Organism-Response (SOR), dan teori perilaku konsumen.
Temuan terdahulu menunjukkan bahwa perceived ease of use, perceived usefulness,
dan perceived enjoyment berpengaruh signifikan terhadap attitude toward use, yang
kemudian memediasi niat perilaku pengguna untuk beralih ke layanan premium.
Studi-studi tersebut menegaskan bahwa aspek fungsional, emosional, dan ekonomis
perlu dipertimbangkan dalam menganalisis perilaku pengguna aplikasi seperti
YouTube Music.

Penelitian ini menggunakan pendekatan kuantitatif dengan explanatory
research untuk menguji pengaruh faktor-faktor perseptual terhadap niat
penggunaan layanan premium YouTube Music. Sampel sebanyak 385 responden
diperoleh melalui purposive sampling dan data dikumpulkan menggunakan
kuesioner daring. Analisis dilakukan dengan SEM-PLS menggunakan SmartPLS
4.1.8, dengan hasil menunjukkan bahwa perceived ease of use, perceived
usefulness, perceived enjoyment, price value, dan attitude toward use berpengaruh
signifikan terhadap behavioral intention to use. Variabel sikap (attitude) terbukti
menjadi mediator parsial komplementer dalam hubungan antara persepsi awal
dengan niat penggunaan. Model memiliki daya jelaskan tinggi dengan R-square
74%, Q-square 0,935, dan SRMR 0,044 yang menunjukkan kesesuaian model yang
baik. Temuan ini menegaskan pentingnya kombinasi faktor kognitif, afektif, dan
ekonomis dalam mendorong adopsi layanan premium. Implikasi praktisnya,
pengembang disarankan meningkatkan antarmuka, fitur yang bermanfaat,
pengalaman menyenangkan, dan strategi harga yang sepadan untuk mendorong
konversi pengguna.

Kata Kunci: Perceived Ease of Use, Perceived Usefulness, Perceived Enjoyment,
Price Value, Attitude Toward Use, Behavioral Intention to Use

SUMMARY

Ardianingputri Laili Hibatullah Prayitno, 2025. Master of Business Administration,
Universitas Brawijaya.“The Influence of Perceived Ease of Use, Perceived
Usefulness, and Perceived Enjoyment on Attitude Toward Use, Price Value, and
Its Impact on Behavioral Intention to Use (A Survey on Freemium Feature Users
of YouTube Music in East Java)” Main Advisor: Dr. Zainul Arifin, MS, Co-Co
Advisor: Edriana Pangestuti, SE, M.Si, DBA

The development of information and communication technology has driven
a significant increase in digital music consumption, including through YouTube
Music, which offers a freemium service with a one-month trial period. However, the
user conversion rate to premium service remains low, as the trial experience is not
yet strong enough to encourage a subscription intention. This study adopts the
Technology Acceptance Model (TAM) and the Stimulus-Organism-Response (SOR)
framework to understand the factors influencing users’ behavioral intention.
Perceptions of ease of use, usefulness, enjoyment, and price value are considered
key factors in subscription decisions. East Java was selected as the research
location due to its status as the region with the highest digital adoption rate in
Indonesia.

This study is based on an integration of the Technology Acceptance Model
(TAM), Stimulus-Organism-Response (SOR), and consumer behavior theory.
Previous findings show that perceived ease of use, perceived usefulness, and
perceived enjoyment significantly influence attitude toward use, which in turn
mediates users’ behavioral intention to switch to premium services. These studies
emphasize that functional, emotional, and economic aspects must be considered
when analyzing user behavior in applications such as YouTube Music.

This research applies a quantitative approach using explanatory research
to examine the influence of perceptual factors on the intention to use YouTube
Music’s premium service. A total of 385 respondents were selected through
purposive sampling, and data were collected using an online questionnaire. The
data were analyzed using SEM-PLS with SmartPLS version 4.1.8, and the results
indicate that perceived ease of use, perceived usefulness, perceived enjoyment,
price value, and attitude toward use significantly affect behavioral intention to use.
The attitude variable is proven to be a complementary partial mediator in the
relationship between initial perceptions and usage intention. The model
demonstrates strong explanatory power with an R-square value of 74%, Q-square
of 0.935, and SRMR of 0.044, indicating good model fit. These findings highlight
the importance of combining cognitive, affective, and economic factors in
promoting premium service adoption. As a practical implication, developers are
advised to improve user interface design, offer beneficial features, enhance
enjoyable experiences, and adopt pricing strategies that reflect proportional value
to encourage user conversion.

Keyword: Perceived Ease of Use, Perceived Usefulness, Perceived Enjoyment,
Price Value, Attitude Toward Use, Behavioral Intention to Use

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Ketersediaan

2025171

TES 658,83 Pra p 2025 k1

Fadel Muhammad Resource Center (Ilmu Terapan dan Teknologi)

Tersedia namun tidak untuk dipinjamkan - No Loan

Informasi Detail

Judul Seri

-

No. Panggil

TES 658,83 Pra p 2025 k1

Penerbit

Malang : Program Magister Ilmu Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Malang., 2025

Deskripsi Fisik

xviii, 314 Halaman ; Ilus : 29,5 cm

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

658,83

Tipe Isi

text

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

perceived usefulness
perceived ease of use
Tesis / Thesis
Perceived Enjoyment
Attitude Toward Use
Price Value
Behavioral Intention to Use

Info Detail Spesifik

-

Pernyataan Tanggungjawab

Ardianingputri Laili Hibatullah Prayitno

Versi lain/terkait

Lampiran Berkas

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