ABSTRACT

AGUNG NUGROHO
NIM …………………
Program Study Management

THE EFFECT OF CONTENT RICHNESS, PERCIEVED USEFULNESS,

PERCIEVED EASE OF USE, PERCIVED PRICE, AND FREE
ALTRNATIVES TO WILLINGNESS TO SUBSCRIBE (Study Case on Plomo
Application at PT. Plomo Teknokreasi Prima)

Thesis: 92 pages

The author conducted this research with the aim to find out how the effect
of Content Richness, Percieved Usefulness, Percieved Ease Of Use, Percived
Price, and Free Altrnatives on Willingness To Subscribe Subscription base Plomo
application.
This research method uses descriptive and verificative methods. After
writing a literature review, and hypotheses, the data were obtained through a
questionnaire distributed to 100 respondents, namely users who used the
subscription base Plomo application, using a random sampling technique. Data
analysis was carried out with the SMARTPLS v.2.0 for Windows program. The
results of the analysis are used to test the validity, reliability, SEM PLS analysis
and hypothesis testing using the t-test.
The results of data analysis from this study show that partially, Content
Richness, and Percieved Ease of Use have an effectto Willingness To Subscribe,
while Percieved Usefulness, Percived Price, and Free Altrnatives have no effect
on Willingness To Subscribe.

Keywords: Content Richness, Percieved Usefulness, Percieved Ease Of Use,

Percived Price, Free Altrnatives, Willingness To Subscribe