SERVICE QUALITY, SATISFACTION, CONTINUOUS USAGE INTENTION, AND PURCHASE INTENTION TOWARD FREEMIUM APPLICATIONS: THE MODERATING EFFECT OF PERCEIVED VALUE

Suryawirawan, Okto Aditya and Suhermin, Suhermin and Shabrie, Wiwiek Srikandi SERVICE QUALITY, SATISFACTION, CONTINUOUS USAGE INTENTION, AND PURCHASE INTENTION TOWARD FREEMIUM APPLICATIONS: THE MODERATING EFFECT OF PERCEIVED VALUE. Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK), 11 (3).

Text SERVICE QUALITY SATISFACTION CONTINUOUS USAGE INTENTION AND PURCHASE INTENTION TOWARD FREEMIUM APPL (Plagiasi).pdf Download (5MB)

Abstract

This study aimed to analyze factors that could influence continuous usage intention on freemium applications and purchase intention of premium services among students. Non-probability purposive sampling was used to determine the respondent. The criteria for the sample for this study were students who used freemium applications. Data were analyzed using Partial Least Square. The results confirmed that only reliability and responsiveness positively impacted customer satisfaction among the service quality dimensions, while assurance and empathy showed no effect. Only assurance and responsiveness were found to affect continuous usage intention positively, while empathy and reliability were found to have no effect. There was no evidence of the effect of the dimensions of service quality on purchase intention. Perceived value failed to moderate the effect of service quality on customer satisfaction. While there was a significant positive impact of customer satisfaction towards continuous usage intention, no effect has been found towards purchase intention. continuous usage intention was confirmed to have a positive impact on purchase intention

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