LEE, MARVIN and Harjanti, Dhyah (2022) Customer Willingness to Pay Aplikasi Musik Joox Reguler Di Indonesia. [UNSPECIFIED]
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Abstract
Penelitian ini menguji peran attitude toward paying bersama-sama dengan subjective normdan perceived behavioral controlterhadap customer willingness to pay pengguna aplikasi musik Joox di Indonesia. Data penelitian ini diperoleh dengan mendistribusikan kuesioner pada 394 responden, lalu diolah menggunakan Partial Least Square (PLS). Dari penelitian ini dapat disimpulkan bahwa perceived benefit, perceived sacrifice, dan free mentality berpengaruh terhadap attitude toward paying. Hasil penelitian juga menunjukkan bahwa attitude toward paying, subjective norm, dan perceived behavioral control membentuk kesedian konsumen untuk membayar aplikasi music Joox.
| Item Type: | UNSPECIFIED |
|---|---|
| Uncontrolled Keywords: | Perceived benefit, perceived sacrifice, free mentality, theory of planned behavior, customer willingness to pay. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Economic > Business Management Program |
| Depositing User: | Admin |
| Date Deposited: | 01 Apr 2022 14:19 |
| Last Modified: | 03 Jul 2023 10:59 |
| URI: | https://repository.petra.ac.id/id/eprint/19522 |
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