PENGARUH PERSEPSI HARGA, PROMOSI, DAN KEMUDAHAN PENGGUNAAN APLIKASI TERHADAP KEPUTUSAN BERLANGGANAN MOLA TV (Studi Kasus Pada Penggemar Liga Inggris di Jakarta)

Inne, Noviany (2021) PENGARUH PERSEPSI HARGA, PROMOSI, DAN KEMUDAHAN PENGGUNAAN APLIKASI TERHADAP KEPUTUSAN BERLANGGANAN MOLA TV (Studi Kasus Pada Penggemar Liga Inggris di Jakarta). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga, promosi, dan kemudahan penggunaan aplikasi terhadap keputusan berlangganan Mola TV. Keputusan Berlangganan dependen, sedangkan persepsi harga, promosi, dan keputusan berlangganan sebagai variabel independen. Penelitian ini menggunakan strategi asosiatif, yaitu penelitian yang bertujuan untuk mengetahui pengaruh antara minimal dua variabel atau lebih dan mencari sebab dan akibat. Adapun metode penelitian yang digunakan dalam penelitian ini adalah metode penelitian survey, dimana data diperoleh melalui kuesioner dengan data yang dikumpulkan dari pernyataan dengan jumlah sampel sebanyak 80 orang. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling, yang merupakan cara pengambilan sampel melalui penetapan ciri-ciri sesuai dengan tujuan tertentu. Analisis data dalam penelitian ini dilakukan setelah data hasil kuesioner terkumpul, selanjutnya data tersebut dilakukan uji validitas, uji reliabilitas, koefisien determinasi parsial dan simultan, pengujian hipotesis parsial. Hasil penelitian menyimpulkan bahwa (1) Persepsi harga tidak berpengaruh signifikan terhadap keputusan berlangganan Mola TV; (2) Promosi memiliki pengaruh signifikan terhadap keputusan berlangganan Mola TV; (3) Kemudahan penggunaan aplikasi berpengaruh signifikan terhadap keputusan berlangganan Mola TV; (4) Secara simultan persepsi harga, promosi, dan kemudahan penggunaan aplikasi memiliki pengaruh yang signifikan terhadap keputusan berlangganan Mola TV. This research aims to find out the influence of price perception, promotion, and ease of use of the application on the decision to subscribe to Mola TV. Subscription decision is a dependent variable, while price perceptions, promotions, and subscription decisions are independent variables. This research conducted using associative strategies, namely research that aims to determine the influence between at least two or more variables. The method used in this study is the survey research method, data is obtained through questionnaires with data collected from statements with the number of samples as many as 80 people. The sampling method used in this study is purposive sampling, which is a way of sampling through the determination of traits in accordance with a specific purpose. Data analysis in this study was carried out after the data from the questionnaires were collected, then the data were tested for validity, reliability, partial and simultaneous determination coefficients, partial hypothesis. The results of this research concluded that (1) Price perception has no significant influence on the decision to subscribe to Mola TV; (2) Promotion has a significant influence on the decision to subscribe to Mola TV; (3) The ease of use of the application has a significant effect on the decision to subscribe to Mola TV; (4) Simultaneously the perception of price, promotion, and ease of use of the application have a significant influence on the decision to subscribe to Mola TV.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSRI HANDOKO SAKTI, HANDOKOUNSPECIFIEDhandoko@stei.ac.id
Uncontrolled Keywords: Persepsi harga, promosi, Kemudahan Penggunaan Aplikasi, Keputusan Berlangganan, Mola TV.
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: INNE NOVIANY
Date Deposited: 28 Dec 2021 08:11
Last Modified: 28 Dec 2021 08:11
URI: http://repository.stei.ac.id/id/eprint/6477

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