SKRIPSI PENGARUH ENJOYMENT DAN EFFORT EXPECTANCY TERHADAP ATTITUDE DAN INTENTION SERTA PURCHASE DECISION PADA PENGGUNA APLIKASI NETFLIX DI KOTA SAMARINDA --

ABSTRACT
The purpose of this study is to analyze and prove the effect of Enjoyment on Attitude, Intention, and Purchase Decision on Netflix application users in Samarinda City, the effect of Effort Expectancy on Attitude, Intention, and Purchase Decision on Netflix application users in Samarinda City, the effect of Attitude on Intention on Netflix application users in Samarinda City, as well as the effect of Attitude and Intention on Purchase Decisions on Netflix application users in Samarinda City.
This study uses online and offline survey methods with a sample of 144 spread across the city of Samarinda with the Accidental Sampling Method technique. Respondents were only interviewed once when they met (cross section) for offline surveys and distributed questionnaire links via social media for online surveys. Data from respondents (primary data) was then tabulated and tested using statistical methods. Data were collected using research tools (questionnaires) which have been tested for validity and reliability. From the test results, all research question instruments were declared valid (coefficient value > 0.30) and declared reliable (alpha value > 0.60).
The results of the study after statistical tests were carried out with the SEM-AMOS version 5.0 tool showed the following results: Enjoyment had an insignificant effect on Purchase Decision for Netflix application users in Samarinda City, Enjoyment had a positive significant effect on Attitude for Netflix application users in Samarinda City, Enjoyment had a positive significant effect on Intention of Netflix application users in Samarinda City, Effort Expectancy has a positive significant effect on Attitude of Netflix application users in Samarinda City, Effort Expectancy has a positive significant effect on Intention of Netflix application users in Samarinda City, Effort Expectancy has a positive significant effect on Purchase Decision in Netflix application users in Samarinda City, Attitude has a positive significant effect on Intention of Netflix application users in Samarinda City, Attitude has insignificant effect on Purchase Decision for the Netflix application in Samarinda City, and Intention have a positive significant effect on Purchase Decision on Netflix application users in Samarinda City.
Keywords: Enjoyment, Effort Expectancy, Attitude, Intention, Purchase