"UTAUT and Factors Driving Premium Version Switch in Dating Apps" by Diyanti Pratiwi Ginting and Gita Gayatri
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ASEAN Marketing Journal

Abstract

This study aims to understand the factors influencing purchase intention in premium online dating applications. The main focus is on performance expectancy, effort expectancy, privacy risk, habit, enjoyment, social value, and quality. Data was collected through an online survey in March 2023 with respondents residing in Indonesia. The research method used is descriptive quantitative, based on the Unified Theory of Acceptance and Use of Technology (UTAUT). The variables in this study were measured using a 5-point Likert scale. The sample consisted of online dating app users who had never subscribed to the premium version and had been using the app for the past year. The results showed that performance expectancy, effort expectancy, and enjoyment significantly influence the continuance intention to use the basic version of the online dating app. Additionally, social value and app quality also showed a significant positive correlation with purchase intention for the premium version. Privacy risk was found to have a negative impact on both continuance intention and purchase intention. The discussion highlights the importance of understanding user preferences in online dating applications to develop effective marketing strategies. These findings are expected to help online dating app developers improve service quality and user experience, and provide insights for researchers and practitioners on the factors influencing purchase intention in the digital context.

Bahasa Abstract

Studi ini bertujuan untuk memahami faktor-faktor yang mempengaruhi niat pembelian dalam aplikasi kencan online versi premium. Fokus utama adalah pada harapan kinerja, harapan kemudahan, risiko privasi, kebiasaan, kesenangan, nilai sosial, dan kualitas. Data dikumpulkan melalui survei online pada Maret 2023 dengan responden yang berada di Indonesia. Metode penelitian yang digunakan adalah deskriptif kuantitatif, berdasarkan Teori Unified Theory of Acceptance and Use of Technology (UTAUT). Variabel dalam penelitian ini diukur menggunakan skala Likert 5 poin. Sampel terdiri dari pengguna aplikasi kencan online yang belum pernah berlangganan versi premium dan telah menggunakan aplikasi tersebut dalam setahun terakhir. Hasil penelitian menunjukkan bahwa harapan kinerja, harapan kemudahan, dan kesenangan berpengaruh signifikan terhadap niat untuk terus menggunakan versi dasar aplikasi kencan online. Selain itu, nilai sosial dan kualitas aplikasi juga menunjukkan korelasi positif yang signifikan dengan niat pembelian versi premium. Risiko privasi diketahui memiliki dampak negatif terhadap baik niat untuk terus menggunakan maupun niat pembelian. Diskusi menyoroti pentingnya memahami preferensi pengguna dalam aplikasi kencan online untuk mengembangkan strategi pemasaran yang efektif. Temuan ini diharapkan dapat membantu pengembang aplikasi kencan online meningkatkan kualitas layanan dan pengalaman pengguna, serta memberikan wawasan bagi peneliti dan praktisi mengenai faktor-faktor yang mempengaruhi niat pembelian dalam konteks digital.

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