Managament Insight: Jurnal Ilmiah Manajemen
Vol 15, No 2 (2020): Managament Insight: Jurnal Ilmiah Manajemen

PREDIKSI NIAT PENGGUNAAN APLIKASI DAN PERMAINAN DARING FREEMIUM VERSI BERBAYAR DENGAN MENGGUNAKAN MODEL TPB

Harmanda Berima Putra (Universitas Stikubank)
Nungki Pradita (Universitas STIKUBANK)
Kristina Anindita Hayuningtias (Universitas STIKUBANK)

Article Info

Publish Date
31 Oct 2020

Abstract

This study investigates how the Theory of Planned Behavior determines the customer intention to use the freemium paid version of online apps and games. Data were collected using an online questionnaire which is distributed to 189 students at several universities in Indonesia. Data were then analysed using structural equation modelling by Amos. The results show that the subjective norm has a positive effect on perceived behavioral control and attitude. Perceived behavioral control has a positive effect on intention. In addition, attitude did not have a significant effect on intention to use the freemium paid version of online apps and games. Keywords: Freemium; Game Online; Intention; Theory Planned Behavior

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Journal Info
Managament Insight: Jurnal Ilmiah Manajemen
Website

Abbrev

Insight

Publisher

Universitas Bengkulu

Subject

Decision Sciences, Operations Research & Management

Description

Managament Insight: Jurnal Ilmiah Manajemen is an online journal that is published two times a year. It publishes research papers that give rigorous theoretical and practical insight of business and managament. Managament Insight aims to provide a forum for the dissemination of theory application ...