ANALISIS PURCHASE INTENTION LAYANAN STREAMING ONLINE DI KOTA BATAM PADA MASA PANDEMI COVID-19

Edy Yulianto Putra, Venny Chou

Abstract


Penelitian ini dilakukan dengan tujuan untuk menganalisis dan mengidentifikasi faktor apa saja yang mempengaruhi niat beli pada layanan streaming online di masa pandemi covid-19. Objek pada kajian ini adalah responden dengan rentang usia 13 sampai dengan 54 tahun yang memiliki niat membeli layanan streaming online. Variabel independent yang digunakan adalah Ease of use, Perceived Usefulness, Satisfaction, Website Quality, dan Perceived Value serta Trust sebagai variabel intervening dan Purchase intention sebagai variabel dependen. Kajian ini menggunakan metode eksplanatori dengan pendekatan kuantitatif dengan Teknik purposive sampling. Analisa data yang penulis gunakan adalah dengan menggunakan smart PLS.

Kata kunci: Online Streaming, Niat beli, Covid-19


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DOI: 10.24127/jm.v16i2.1083

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