PENGARUH USER INTERFACE, USER EXPERIENCE, PERCEIVED PRICE TERHADAP PURCHASE DECISION DAN CUSTOMER SATISFACTION PADA MOLA TV
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This study aims to analyze the effect of Perceived Price, User Interface (UI), and User Experience (UX) on Purchase Decision and also Customer Satisfaction on the Mola TV application. This research uses a quantitative approach with a survey method through a questionnaire distributed to Mola TV users, then analyzed with Partial Least Squares (PLS) based Structural Equation Modeling (SEM) techniques. The results showed that the three independent variables Perceived Price, User Interface, and User Experience had a positive and significant effect on Purchase Decision. In addition, Perceived Price, User Interface, and User Experience also have a positive and significant effect on Customer Satisfaction. This study concludes that to increase customer purchases and satisfaction, Mola TV needs to pay attention to perceived prices that are comparable to service benefits, intuitive interface design, and a stable and pleasant user experience. This research provides theoretical contributions in the development of consumer behavior models in digital services, as well as practical input for Mola TV management in improving service quality to retain customers in the midst of competition in the OTT industry.
Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Price, User Interface (UI), dan User Experience (UX) terhadap Purchase Decision dan juga Customer Satisfaction pada aplikasi Mola TV. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner yang disebarkan kepada pengguna Mola TV, kemudian dianalisis dengan teknik Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS). Hasil penelitian menunjukkan bahwa ketiga variabel independen Perceived Price, User Interface, dan User Experience berpengaruh secara positif dan signifikan terhadap Purchase Decision. Selain itu, Perceived Price, User Interface, dan User Experience juga berpengaruh secara positif dan signifikan terhadap Customer Satisfaction. Penelitian ini menyimpulkan bahwa untuk meningkatkan pembelian dan kepuasan pelanggan, Mola TV perlu memperhatikan persepsi harga yang sebanding dengan manfaat layanan, desain antarmuka yang intuitif, serta pengalaman pengguna yang stabil dan menyenangkan. Penelitian ini memberikan kontribusi teoritis dalam pengembangan model perilaku konsumen pada layanan digital, serta masukan praktis bagi manajemen Mola TV dalam meningkatkan kualitas layanan guna mempertahankan pelanggan di tengah persaingan industri OTT yang semakin kompetitif.
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