PERAN FREE MENTALITY DALAM MENENTUKAN WILLINGNESS TO PAY SESEORANG UNTUK PROGRAM APLIKASI STREAMING VIDEO

BACHTIAR, WINA KEMALA (2020) PERAN FREE MENTALITY DALAM MENENTUKAN WILLINGNESS TO PAY SESEORANG UNTUK PROGRAM APLIKASI STREAMING VIDEO. S1 thesis, Universitas Negeri Jakarta.

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Abstract

Wina Kemala Bachtiar. 2019. 1705617140. Extention to Bachelor Management Program, Marketing Management Concentration, Faculty of Economics, State University of Jakarta. This proposal aims to: examine the effect of perceived value on willingness to pay, the effect of perceived value on attitude, the effect of free mentality on attitude, the effect of free mentality on willingness to pay, the effect of attitude on willingness to pay, the effect of perceived value on willingness to pay through attitude as intervening variable, the effect of free mentality on willingness to pay through attitude as intervening variable. The data is used in this study is primary data that collect by the questionnaire. Number of sample in this study were 200 respondents. Data analysis used in this study is Structural Equation Model (SEM) with the assistance of SPSS version 24 and AMOS version 22 application program. The result of the study is all hypotheses were accepted with C.R ≥ 1.967. Keywords : free mentality, willingness to pay, perceived value, attitude

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