Pengaruh Dimensi Service Quality Dan Perceived Fee Terhadap Use Intention Dan Purchase Intention Dalam Konteks Video Streaming Service Viu

With the support of internet development and smartphone, freemium has become business model adopted frequently by digital economic business, including video streaming service. While most of the video streaming service is using subscription based, some of them have tried to adopt freemium. Therefore, it is necessary to create balance in providing excellence service quality, while at the same time can create high conversion rate from free user to premium user, in order to preserve the successfulness of the freemium. The purpose of this research is to find the influence of service quality (which is reliability, assurance, empathy and responsiveness) to use intention and purchase intention, and also the influence of perceived fee to purchase intention. The data used in this research is primary data. The respondents are Indonesian that have experienced freemium based video streaming service, which is Viu. Sampling method is non-probability sampling. The quantitative research is using SEM to analyze the data. The results of this study is reliability and responsiveness has significant positive effect to use intention, while assurance and empathy has no significant effect to use intention. Service quality dimension has no effect to purchase intention. Perceived fee has significant negative effect to purchase intention, and use intention has significant positive effect to purchase intention