NURISKA, FANIA PUTRI (2021) ANALISIS NIAT BERKELANJUTAN UNTUK MENGGUNAKAN LAYANAN VIDEO ON DEMAND DENGAN PENDEKATAN THEORY OF PLANNED BEHAVIOR (Studi Kasus Pada Pengguna Aplikasi Netflix di Kota Surabaya). Undergraduate thesis, UPN 'Veteran' Jawa Timur.
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Abstract
The use of the internet in Indonesia is increasing rapidly, especially in the use of the mobile internet as a means of fulfilling individual needs. The use of the internet has changed the habits and behavior of consumers, one of which is to consume entertainment in the form of video on demand services. This study aims to determine the factors that form a continuance intention to use video on demand services use the Theory of Planned Behavior (TPB) approach which has three constructs, that are attitude, subjective norms, and perceived behavioral control which are modified with perceived enjoyment as an antecedent variable of Netflix application users in Surabaya. Netflix is one of the leading video on demand service providers in the world that offers subscribers a monthly subscription system. This research is classified as explanatory research with a quantitative approach. The data obtained is primary data which has been obtained through data collection use a questionnaire to 100 respondents within five weeks. Data analysis was performed use SEM-PLS (Partial Least Square) and the data were processed use WarpPLS version 7.0 tools. The results of this study indicate that perceived enjoymenthas a significant effect on attitude towards use, attitude towards use and perceived enjoymenthave a significant effect on continuance intention to use. Furthermore subjective norms and perceived behavioral control have no significant effect on continuance intention to use. Keywords: Theory of Planned Behavior, attitude, subjective norms, perceived behavioral control, perceived Kenyamananment, video on demand services
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 04 Nov 2021 03:07 | ||||||||
| Last Modified: | 04 Nov 2021 03:07 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/2542 |
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