THE POWER OF ‘PREMIUM’: PERCEIVED USEFULNESS, PERCEIVED EASE OF USE, PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN CANVA PRO DI KALANGAN MAHASISWA SURABAYA

Abstract

This study aims to analyze the effect of Perceived Usefulness, Perceived Ease of Use, and Perceived Value on purchasing decisions for Canva Pro services among university students in Surabaya. The study uses a quantitative approach with an explanatory research design. Data were collected through Likert-scale questionnaires distributed to 190 Canva Pro user students using purposive sampling. Data analysis was conducted using multiple linear regression with the assistance of IBM SPSS. The results show that Perceived Usefulness, Perceived Ease of Use, and Perceived Value have a positive and significant effect on Canva Pro purchasing decisions, both partially and simultaneously. Perceived Value is the most dominant variable influencing purchasing decisions. Therefore, this research is expected to provide theoretical contributions to the study of consumer behavior to examine purchasing decisions for digital products or services with similar user characteristics.