FAKTOR-FAKTOR YANG MEMENGARUHI NIAT PERILAKU MEREKOMENDASIKAN APLIKASI PENYIARAN MUSIK

Abstrak

Penelitian ini bertujuan untuk menguji pengaruh performance expectancy, social influence, facilitating conditions, behavioral intention dan behavioral intention to recommend pada aplikasi penyiaran musik. Metode pengumpulan data dengan menyebarkan kuesioner secara online menggunakan google forms. Penelitian ini menggunakan jumlah sampel sebanyak 207 responden dengan kriteria bermukim di kawasan Jabodetabek, berusia produktif antara 18-35 tahun, dan pernah menggunakan platform Spotify. Teknik analisis data menggunakan SPSS dan AMOS dengan desain penelitian Structural Equation Modeling (SEM) untuk mengolah dan menganalisis data hasil penelitian. Hasil pengujian hipotesis pada penelitian ini menunjukkan bahwa performance expectancy dan facilitating conditions berpengaruh positif dan signifikan terhadap behavioral intention, serta behavioral intention berpengaruh positif dan signifikan terhadap behavioral intention to recommend. Di sisi lain, variabel social Influence tidak memengaruhi behavioral intention.

This research is designed to examine the influence of performance expectancy, social influence, facilitating conditions, behavioral intention and behavioral intention to recommend on music broadcasting applications. The method of collecting data by distributing questionnaires online using google forms. This research involved a 207 respondents’ sample with the following criteria: residing in the Jabodetabek area, productive age between 18-35 years old, and have used the Spotify platform. The data analysis technique uses SPSS and AMOS with a Structural Equation Modeling (SEM) research design to process and analyze the research data. The results of hypothesis testing in this study show that performance expectancy and facilitating conditions have a positive and significant effect on behavioral intention, and behavioral intention has a positive and significant effect on behavioral intention to recommend. Meanwhile, social influence variables do not affect behavioral intention.