ANALISIS PENGARUH PERCEIVED BENEFIT, FREE MENTALITY, DAN PERCEIVED SACRIFICE TERHADAP ATTITUDE TOWARD PAYING DAN IMPLIKASINYA TERHADAP WILLINGNESS TO PAY (Studi Pada Pengguna Joox VIP)

ULTIMA MANAJEMEN

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Title ANALISIS PENGARUH PERCEIVED BENEFIT, FREE MENTALITY, DAN PERCEIVED SACRIFICE TERHADAP ATTITUDE TOWARD PAYING DAN IMPLIKASINYA TERHADAP WILLINGNESS TO PAY (Studi Pada Pengguna Joox VIP)
 
Creator Leonardo, Andre
 
Description The purpose of this research was to determine whether willingness to pay on Joox VIP influenced by perceived benefit, free mentality, and perceived sacrifice through attitude toward paying. Joox was chosen to be the object of this research because it was a new comer in Indonesian market and it has a good rating in AppStore and PlayStore just within a week after it was launched. The theoretical model in this study is presented with 4 hypothesis be tested by using Structural Equation Modeling (SEM). This study uses 125 respondents whosubscribe Joox VIP and has used it more than a month. These results indicate that perceived benefit was positively related to attitude toward paying, free mentality and perceived sacrifice negatively related to attitude toward paying. Then attitude toward paying positively related to willingness to pay.Keywords: Perceived Benefit, Free Mentality, Perceived Sacrifice, Attitude Toward Paying, and Willingness to Pay.
 
Publisher ULTIMA MANAJEMEN
Jurnal Manajemen
 
Contributor Universitas Multimedia Nusantara
 
Date 2016-12-02
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artikel yang dipeer-review
 
Format application/pdf
 
Identifier http://ejournals.umn.ac.id/index.php/manajemen/article/view/591
 
Source ULTIMA MANAJEMEN; Vol 8, No 2 (2016): Ultima management; 32-53
Jurnal Manajemen; Vol 8, No 2 (2016): Ultima management; 32-53
2549-404X
2805- 4587
 
Language eng
 
Relation http://ejournals.umn.ac.id/index.php/manajemen/article/view/591/517
 
Rights ##submission.copyrightStatement##
 

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