FACTOR RELATION TO PURCHASING PAID NEWS: THE RELATIONSHIP OF INDIVIDUAL, PSYCHOLOGY AND PRODUCT KNOWLEDGE FACTORS TO PURCHASE INTENTION, WILLINGNESS TO PAY AND CHOICE OF PROFIT MODEL OPTION IN TEMPO

• Main Author: Anam, Khairul
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/81313
• Institution: Institut Teknologi Bandung

This research explores the relationship and influence of factors that influence purchasing decisions, namely individual, psychological and product knowledge factors on intention to pay, willingness to pay and choosing a profit or pricing model other than subscribing to non-paid Tempo digital users. The relationship between these variables is measured using consumer surveys. This research uses a mixed, quantitative and qualitative approach. A quantitative approach was carried out through distributing questionnaires. Meanwhile, a qualitative approach was carried out using interviews and observations. The sample for this research is 200 who are non-paid readers of Tempo. Questionnaires were given randomly to respondents who accessed the survey link. Findings of this research indicate that education (individual factor); information sources, types of readers, drivers of buying news, resistance to buying news (psychological factor); customer knowledge of Tempo paid news, customer experience of paid products, and customer access to paid news (product knowledge factor) are statistically significant as predictors of purchase intention. Push factors for buying news (psychology); customer knowledge about Tempo paid news, customer experience with paid products, knowledge of payment types, and familiarity with price types (product knowledge) are statistically significant as predictors of willingness to pay. Meanwhile, educational and occupational factors (individual), the importance of news (psychology), and familiarity with the type of pricing (product knowledge) are statistically significant as predictors of the choice of profit model.