Model Pembentukan Niat Pembelian Kursus Online Berbayar di Bidang Teknologi Informasi

Abstract

Ekosistem layanan kursus online di Indonesia saat ini menghadapi fenomena kontradiktif, di mana tingginya permintaan terhadap keterampilan digital dan lonjakan pengguna platform tidak berbanding lurus dengan tingkat konversi pengguna berbayar. Fenomena ini menjadi ancaman bagi keberlangsungan bisnis kursus online di tengah tantangan ekonomi (Tech Winter). Penelitian ini bertujuan untuk menganalisis determinan yang membentuk niat beli (purchase intention) pada kursus online berbayar di bidang Teknologi Informasi (TI). Penelitian ini mengajukan model integratif yang menggabungkan faktor ekspektasi kinerja (performance expectancy), persepsi kemudahan penggunaan (perceived ease of use), kepercayaan platform (platform trust), dan pengalaman uji coba (personal trial experience) dalam membentuk sikap (attitude) dan niat beli (purchase intention) dengan kesediaan membayar (willingness to pay) sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei secara daring. Data dikumpulkan dari 155 responden yang merupakan pengguna layanan kursus online di bidang IT atau yang pernah mencoba layanan kursus online di bidang IT namun belum berlangganan. Analisis data dilakukan menggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS 4.1. Hasil penelitian menunjukkan bahwa performance expectancy merupakan faktor dominan yang paling kuat memengaruhi pembentukan sikap positif pengguna (attitude), diikuti oleh perceived ease of use dan personal trial experience. Temuan menarik menunjukkan bahwa platform trust tidak berpengaruh signifikan terhadap sikap yang mengindikasikan bahwa kepercayaan terhadap platform bukan pendorong utama preferensi konsumen di pasar kursus TI. Selanjutnya, penelitian membuktikan bahwa attitude berpengaruh positif terhadap purchase intention, baik secara langsung maupun tidak langsung melalui mediasi willingness to pay. Temuan ini memberikan rekomendasi bahwa untuk mendorong niat beli, penyedia layanan harus fokus pada strategi pemasaran berbasis luaran (outcome-based marketing) untuk meningkatkan performance expectancy pengguna terhadap pembentukan sikap positif yang akhirnya mendorong niat pembelian kursus online dan optimalisasi pengalaman uji coba untuk membangun persepsi nilai yang kuat, sehingga mampu meningkatkan kesediaan membayar konsumen.

The online course service ecosystem in Indonesia is currently facing a contradictory phenomenon, where high demand for digital skills and a surge in platform users do not correspond to the conversion rate of paid users. This phenomenon poses a threat to the business sustainability of online courses amidst economic challenges (Tech Winter). This study aims to analyze the determinants forming purchase intention for paid online courses in the Information Technology (IT) sector. This study proposes an integrative model combining performance expectancy, perceived ease of use, platform trust, and personal trial experience in forming attitude and purchase intention, with willingness to pay serving as a mediating variable. This study employed a quantitative approach using an online survey method. Data were collected from 155 respondents who were users of IT online course services or individuals who had tried IT online course services but had not yet subscribed. Data analysis was conducted using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with SmartPLS 4.1 software. The results indicated that performance expectancy was the most dominant factor influencing the formation of positive user attitudes, followed by perceived ease of use and personal trial experience. An interesting finding revealed that platform trust did not significantly affect attitude, indicating that trust in the platform is not the primary driver of consumer preference in the IT course market. Furthermore, the study proved that attitude positively affects purchase intention, both directly and indirectly through the mediation of willingness to pay. These findings recommend that to drive purchase intention, service providers must focus on outcome-based marketing strategies to increase user performance expectancy towards forming a positive attitude, which ultimately drives online course purchase intention, and optimize trial experiences to build a strong value perception, thereby increasing consumer willingness to pay.