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Analisis Pengaruh Pengaruh Perceived Ease of Use, Perceived Usefulness, Ritualized Use, dan Instrumental Use terhadap Intention to Use pada Aplikasi Online Music Streaming Spotify di Kalangan Gen Z dan Millennial
Currently, the existence of technology has a crucial role in society. This is marked by the rapid growth of smartphones in Indonesia within creating various services. One of the services offered to users is Spotify's online music streaming technology, a digital music service that provides various access to millions of songs and content from creators around the world. This study builds on the TAM (technology acceptance model) & UGT (uses and gratification theory) to identify various factors in the technological acceptance and individual`s motivation to use technology. This purpose of the study is to understand the influence of perceived ease of use, perceived usefulness, ritualized use, and instrumental use towards intention to use the application. Also, this study aims to understand the effect of the perceived usefulness variable in mediating the relationship between perceived ease of use and intention to use on Spotify online music streaming. The design of this study used a descriptive conclusion with quantitative methods and distributed a self-administered questionnaire. There were 250 respondents aged 18-40 years in Indonesia who are users of the online music streaming application Spotify in the last three months who participated in the study. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and processed with SPSS and SmartPLS software. The results showed that perceived ease of use, perceived usefulness, and ritualized use had an influence on intention to use..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13631 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI 2022 |
|---|---|
| Edisi | - |
| Subjek | Technology acceptance model Use and Gratification Theory Online Streaming |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xi, 109 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |