ANALISIS MANFAAT KONTEN, PERSEPSI KUALITAS, KEMUDAHAN MODEL PEMBAYARAN, DAN PROMOSI DALAM MEMENGARUHI INTENSI BERLANGGANAN BERITA DARING BERBAYAR, DIMODERASI OLEH REPUTASI MEREK MEDIA

RAMADHAN, MOHAMMAD REZCKY (2025) ANALISIS MANFAAT KONTEN, PERSEPSI KUALITAS, KEMUDAHAN MODEL PEMBAYARAN, DAN PROMOSI DALAM MEMENGARUHI INTENSI BERLANGGANAN BERITA DARING BERBAYAR, DIMODERASI OLEH REPUTASI MEREK MEDIA. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study examines the effects of Content Utility, Perceived Quality, Ease of Payment, and Promotion on intentions to subscribe to paid news, with Brand Reputation as a moderator. The framework draws on News Subscription Motivation, media ethics, and quality journalism, aligned with SDG 16 (strong institutions and transparent access to information). A quantitative approach was employed using a structured survey of 220 online news users in Jabodetabek (Greater Jakarta), and the data were analyzed with PLS-SEM (SmartPLS 4.1). The model explains R² = 0.350 of the variance in subscription intention. Results indicate that Content Utility, Perceived Quality, and Ease of Payment have significant effects, whereas Promotion does not. Brand Reputation moderates these relationships by strengthening the effects of Content Utility and Perceived Quality, while weakening the effect of Ease of Payment; its interaction with Promotion shows statistically non-significant. These findings suggest that brand reputation amplifies the influence of content and quality, whereas, for trusted brands, payment convenience becomes less decisive. Practically, media organizations should prioritize content utility and quality, build brand reputation, and deploy promotions tactically to support a sustainable business model while reinforcing a credible information ecosystem consistent with SDG 16. Keywords: Content Utility; Perceived Quality; Payment Model Ease; Brand Reputation; Subscription Intention; Online News; SDG 16. Penelitian ini menguji pengaruh Manfaat Konten, Persepsi Kualitas, Kemudahan Model Pembayaran, dan Promosi terhadap intensi berlangganan berita berbayar, dengan Reputasi Merek (RM) sebagai moderator. Kerangka kerja bertumpu pada News Subscription Motivation, etika media, dan jurnalisme berkualitas yang selaras dengan SDG 16 (institusi tangguh dan akses informasi yang transparan). Metode kuantitatif menggunakan survei terstruktur terhadap 220 pengguna berita online di Jabodetabek; data dianalisis dengan PLS-SEM (SmartPLS 4.1). Model menjelaskan R²=0,350 dari varians intensi berlangganan. Hasil menunjukkan Manfaat Konten, Persepsi Kualitas, dan Kemudahan Model Pembayaran berpengaruh signifikan, sedangkan Promosi tidak. Reputasi Merek memoderasi hubungan dengan memperkuat pengaruh Manfaat Konten dan Persepsi Kualitas, namun melemahkan pengaruh Kemudahan Model Pembayaran; interaksi Reputasi Merek yang memoderasi Promosi hanya menunjukkan tidak signifikan. Temuan ini menegaskan bahwa reputasi merek meningkatkan dampak konten dan kualitas, sementara pada merek yang telah dipercaya kemudahan pembayaran menjadi kurang menentukan. Secara praktis, perusahaan media perlu memprioritaskan manfaat serta kualitas konten, membangun reputasi, lalu menggunakan promosi secara taktis untuk mendukung model bisnis yang berkelanjutan, sekaligus memperkuat ekosistem informasi yang kredibel sesuai SDG 16. Kata kunci: Manfaat Konten; Persepsi Kualitas; Kemudahan Model Pembayaran; Reputasi Merek; Intensi Berlangganan; Berita Online; SDG 16.

Item Type: Thesis (S2)
Call Number CD: CD/551. 25 095
NIM/NIDN Creators: 55123010003
Uncontrolled Keywords: Manfaat Konten; Persepsi Kualitas; Kemudahan Model Pembayaran; Reputasi Merek; Intensi Berlangganan; Berita Online; SDG 16.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.4 Journalism/Jurnalisme, Jurnalistik, Pers > 070.43 Reporting and News Gathering/Liputan Berita, Laporan dan Pengumpulan Berita > 070.431 News Sources/Sumber Berita
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Pascasarjana > Magister Manajemen
Depositing User: khalimah
Date Deposited: 20 Oct 2025 04:11
Last Modified: 20 Oct 2025 04:11
URI: http://repository.mercubuana.ac.id/id/eprint/99511

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