Proceedings of the 3rd Green Development International Conference (GDIC 2020)

Application of Digital Innovation with a Freemium Business Strategy to Increase Sales of Accounting Software in Indonesia

Authors
Gandy Wahyu Maulana Zulma, Erida
Corresponding Author
Gandy Wahyu Maulana Zulma
Available Online 26 August 2021.
DOI
10.2991/aer.k.210825.068How to use a DOI?
Keywords
Accounting Software Premium, Dual Mediation Hypothesis, Freemium Software
Abstract

This study aims to provide empirical evidence about the strategy of freemium software which is a new business model in the digital era by applying the Dual Mediation Hypothesis (DMH Model) to investigate the effects of the freemium strategy as a promotional tool to increase user interest in purchasing premium licensed accounting software at Indonesia. This study uses 206 samples of respondents from various backgrounds, such as consultants, business owners, managers, and employees who use accounting software in business activities in Indonesia. Based on the discussion, the results of the research show that freemium software can be a good marketing strategy for software developers. Through the free version of the software provided to users, it can change user behavior to switch to a complete premium version, so it can effectively increase sales of accounting software in the current digital era.

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 3rd Green Development International Conference (GDIC 2020)
Series
Advances in Engineering Research
Publication Date
26 August 2021
ISBN
10.2991/aer.k.210825.068
ISSN
2352-5401
DOI
10.2991/aer.k.210825.068How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Gandy Wahyu Maulana Zulma
AU  - Erida
PY  - 2021
DA  - 2021/08/26
TI  - Application of Digital Innovation with a Freemium Business Strategy to Increase Sales of Accounting Software in Indonesia
BT  - Proceedings of the 3rd Green Development International Conference (GDIC 2020)
PB  - Atlantis Press
SP  - 393
EP  - 400
SN  - 2352-5401
UR  - https://doi.org/10.2991/aer.k.210825.068
DO  - 10.2991/aer.k.210825.068
ID  - Zulma2021
ER  -