KEPUTUSAN PEMBELIAN PRODUK DIGITAL OLEH GENERASI Z: PERSPEKTIF DALAM KONTEKS APLIKASI SUBSCRIPTION VIDEO ON DEMAND (SVOD)
Abstract
Penelitian ini mengkaji pengaruh preferensi Gen Z terkait konten, harga, dan e-service quality terhadap keputusan berlangganan layanan Subscription Video on Demand (SVOD). Gen Z, sebagai konsumen utama di era digital, memiliki kebebasan dalam memilih dan menyesuaikan layanan sesuai dengan preferensinya. Populasi penelitian ini adalah individu Gen Z (lahir 1997–2012) yang telah atau sedang menggunakan layanan SVOD. Sampel penelitian terdiri dari 100 responden yang dipilih dengan metode non-probability sampling. Penelitian ini menggunakan pendekatan kuantitatif dan menganalisis data dengan regresi linear berganda menggunakan SPSS versi 26. Hasil analisis menunjukkan bahwa konten berpengaruh positif dan signifikan terhadap keputusan berlangganan, sedangkan harga berpengaruh negatif dan signifikan. E-service quality, meskipun berpengaruh negatif, tidak memiliki pengaruh yang signifikan terhadap keputusan berlangganan. Secara simultan, ketiga variabel—konten, harga, dan e-service quality—memiliki pengaruh terhadap keputusan berlangganan layanan SVOD di kalangan Gen Z. Penelitian ini menyarankan untuk menambah variabel mediasi atau moderasi dalam penelitian selanjutnya, serta memperluas cakupan penelitian dengan membandingkan antara generasi yang berbeda.
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