Model Pembentukan Niat Beli Kursus Online Berbayar di Bidang IT
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Transformasi digital telah mendorong peningkatan kebutuhan keterampilan teknologi informasi (IT) dan memicu pertumbuhan pesat kursus online. Namun, tingginya jumlah pengguna tidak diimbangi dengan tingkat konversi ke layanan berbayar yang optimal. Penelitian ini bertujuan menganalisis faktor-faktor yang memengaruhi niat beli (purchase intention) kursus online berbayar di bidang IT dengan mengintegrasikan variabel performance expectancy, platform trust, personal trial experience, dan perceived ease of use, serta peran mediasi attitude dan willingness to pay. Penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 155 responden di DKI Jakarta yang pernah membeli kursus online berbayar. Analisis data dilakukan menggunakan metode PLS-SEM dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa faktor-faktor persepsi dan pengalaman pengguna berpengaruh signifikan dalam membentuk sikap terhadap kursus online, yang selanjutnya memengaruhi kesediaan membayar dan niat beli. Temuan ini menegaskan pentingnya pendekatan terintegrasi dalam memahami perilaku konsumen digital. Implikasi manajerial menunjukkan bahwa penyedia kursus online perlu meningkatkan kualitas pengalaman pengguna, membangun kepercayaan platform, serta menawarkan strategi trial yang efektif untuk meningkatkan konversi pengguna berbayar.
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