Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh perceived enjoyment terhadap continuance usage layanan over the top (ott) dengan flow experience sebagai variabel mediasi serta gender dan pendapatan sebagai variabel moderasi. metode penelitian menggunakan pendekatan kuantitatif. data diperoleh melalui kuesioner daring dari 200 responden digital natives di kota banda aceh dengan teknik nonprobability sampling melalui metode purposive sampling yang dikombinasikan dengan snowball sampling. analisis data dilakukan menggunakan partial least squares-structural equation modeling (pls-sem) dengan bantuan perangkat lunak smartpls 4. hasil penelitian menunjukkan bahwa perceived enjoyment berpengaruh positif dan signifikan terhadap continuance usage, baik secara langsung maupun tidak langsung melalui flow experience. namun, gender dan pendapatan tidak terbukti memoderasi hubungan tersebut. dengan demikian, dapat disimpulkan bahwa faktor afektif berupa enjoyment dan flow experience menjadi determinan penting penggunaan berkelanjutan ott, sedangkan faktor demografis seperti gender dan pendapatan tidak berpengaruh terhadap continuance usage layanan ott. kata kunci: perceived enjoyment, flow experience, continuance usage, gender, pendapatan, over the top

ABSRACT This study aims to analyze the effect of perceived enjoyment on the continued use of Over the Top (OTT) services with flow experience as a mediating variable and gender and income as moderating variables. The research method used a quantitative approach. Data were obtained through an online questionnaire from 200 digital native respondents in Banda Aceh City using non-probability sampling techniques through purposive sampling combined with snowball sampling. Data analysis was performed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4 software. The results show that Perceived Enjoyment has a positive and significant effect on Continuance Usage, both directly and indirectly through Flow Experience. However, Gender and Income were not found to moderate this relationship. Thus, it can be concluded that affective factors such as perceived enjoyment and flow experience are important determinants of OTT continuance usage, while demographic factors such gender and income have no effec on continuance usage of OTT. Keywords: perceived enjoyment, flow experience, continuance usage, gender, income, over the top