Pengaruh Exclusivity dan Customer Value Terhadap Purchase Intention pada Model Bisnis Freemium dalam Mobile Application

Dedi Dedi, R. Andy Oetario Putro, Satria Audria Sakti

Abstract


Aplikasi mobile freemium merupakan model bisnis digital yang mengandalkan eksklusivitas dan nilai pelanggan untuk memengaruhi minat beli pengguna. Penelitian ini bertujuan menganalisis pengaruh kedua faktor tersebut terhadap minat beli, dengan metode deskriptif kuantitatif pada mahasiswa Institut Teknologi dan Bisnis Bina Sarana Global. Hasil menunjukkan bahwa eksklusivitas secara parsial tidak berpengaruh signifikan (t-hitung 1,297 < t-tabel 1,986; signifikansi 0,198 > 0,05), sedangkan nilai pelanggan berpengaruh signifikan (t-hitung 6,405 > t-tabel; signifikansi 0,000 < 0,05). Secara simultan, keduanya berpengaruh terhadap minat beli (F-hitung 93,191 > F-tabel; signifikansi 0,000 < 0,05). Artinya, untuk meningkatkan minat beli pengguna, eksklusivitas perlu didukung oleh strategi yang menekankan pada nilai pelanggan yang kuat.

Keywords


Eksklusivitas, Nilai Pelanggan, Minat Beli, Freemium, Digital.

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DOI: http://dx.doi.org/10.38101/jtbg.v5i1.15874

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