Waskito, Muhammad Hanif (2024) Analisis Penggunaan Layanan Premium Streaming Musik Untuk Memberikan Rekomendasi Peningkatan Behavioural Intention Menggunakan Structural Equation Modelling. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Layanan premium streaming musik adalah bagian dari model bisnis yang dioperasikan oleh penyedia layanan streaming musik. Layanan ini mendapat popularitas karena umumnya menawarkan keunggulan dibandingkan dengan layanan streaming musik gratis atau freemium. Ketidakseimbangan jumlah pengguna layanan premium dan pengguna gratis (freemium) menyebabkan penyedia layanan streaming musik kesulitan menutupi biaya operasionalnya, sehingga menghadapi kendala dalam mencapai tingkat keuntungan yang memadai. Melakukan analisis penggunaan layanan premium streaming musik dengan menguraikan model penelitian yang diangkat dari ekstensi model adopsi teknologi. Memberikan rekomendasi saran strategi bisnis penyedia layanan streaming musik dengan tujuan meningkatkan jumlah pengguna premium. Data primer diperoleh melalui penyebaran kuesioner kepada 220 responden yang pernah menggunakan layanan premium streaming musik. Data tersebut akan disubstansikan dengan uji validitas dan reliabilitas menggunakan salah satu model dari metode Structural Equation Modeling (SEM) yang telah dikembangkan dalam penelitian sebelumnya. Hasil penelitian menunjukan bahwa Behavioural Intention dalam penggunaan layanan premium streaming musik dipengaruhi secara positif dan signifikan oleh 3 faktor paling berpengaruh yaitu Personalisation, Involvement and Interest, dan Performance Expectancy. Penelitian ini menghasilkan rekomendasi strategi peningkatan Behavioural Intention sesuai hasil penelitian, yang dapat membantu perusahaan penyedia layanan untuk menyusun strategi untuk meningkatkan jumlah pengguna layanan premium streaming musik. Penelitian ini juga dapat menjadi pedoman perbaikan untuk perusahaan penyedia layanan streaming musik gunakan dan wawasan baru mengenai pengaruh penggunaan layanan premium streaming musik oleh pengguna khususnya di kota-kota besar di Indonesia
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Premium streaming music services are integral to the business model operated by music streaming providers. These services have gained popularity due to their inherent advantages over free or freemium music streaming services. The imbalance in the number of premium users compared to free (freemium) users has posed challenges for several music streaming companies in covering their operational costs, leading to constraints in achieving adequate profitability levels. This study conducts an analysis of the usage of premium streaming music services by outlining a research model adopted from the extension of the technology adoption model. It aims to provide recommendations and business strategies for music streaming service providers to increase the number of premium users. Primary data was obtained through the distribution of questionnaires to 220 respondents who have used premium streaming music services. This data will be substantiated with validity and reliability tests using one of the models from the Structural Equation Modeling (SEM) method developed in previous research. The research findings indicate that behavioral intention in using premium streaming music services is positively and significantly influenced by three most impactful factors: Personalization, Involvement and Interest, and Performance Expectancy. The study will generate recommendations for enhancing behavioral intention based on the research results, assisting service providers in devising strategies to increase the number of premium streaming music users. Additionally, this research can serve as a guide for improvements for music streaming companies and provide new insights into the influence of premium streaming music service usage by users, especially in major cities in Indonesia.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Layanan Streaming Musik, Structural Equation Modelling, Analisis Pengguna, Model Adopsi Teknologi, Ekstensi UTAUT2; Music Streaming Services, Structural Equation Modelling, User Analysis, Technology Adoption Model, UTAUT2 Extension |
| Subjects: | H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Muhammad Hanif Wasktio |
| Date Deposited: | 02 Feb 2024 07:50 |
| Last Modified: | 02 Feb 2024 07:50 |
| URI: | http://repository.its.ac.id/id/eprint/105983 |
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