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Kembali| NIM (Student Number) | C1H017054 |
|---|---|
| Nama Mahasiswa | ZELDA SAFIRA |
| Judul Artikel | FACTORS INFLUENCING THE PURCHASE INTENTION OF INDONESIAN CONSUMER TOWARDS VIDEO STREAMING SERVICE SUBSCRIPTION |
| Abstrak | Penelitian ini bertujuan untuk menganalisis pengaruh variabel perceived usefulness, perceived ease of use, perceived price, social influence, and electronic word of mouth pada minat berlangganan layanan video streaming di Indonesia. Sampel yang diambil untuk penelitian ini yaitu dengan kriteria belum pernah berlangganan layanan video streaming, berusia 18-44 tahun, dan berdomisili di pulau Jawa dan Sumatera. Berdasarkan hasil penelitian dan analisis data dengan menggunakan model penelitian regresi linear berganda, menunjukkan bahwa: (1) Perceived usefulness dan Perceived price berpengaruh positif namun tidak signifikan terhadap minat berlangganan layanan video streaming, (2) Perceived ease of use, social influence, dan electronic word of mouth ketiganya berpengaruh positif dan signifikan terhadap minat berlangganan layanan video streaming (video on demand). Implikasi dari hasil penelitian diatas yaitu dalam upaya meningkatkan minat berlangganan konsumen terhadap layanan video on demand, para penyedia layanan di Indonesia seperti (Netflix, Viu, Disney Hotstar dll) harus memperhatikan kemudahan penggunaan aplikasinya. Para penyedia layanan pun harus dapat menciptakan review positif di internet dengan promosi melalui internet maupun bekerja sama dengan para influencer agar dapat menciptakan banyak review yang baik yang dapat diterima dan dapat mempengaruhi calon konsumen. |
| Abstrak (Inggris) | This study analyzes the effect of perceived usefulness, perceived ease of use, perceived price, social influence, and electronic word-of-mouth variables on interest in subscribing to video streaming services in Indonesia. The sample that taken for this study is with the criteria that they have never subscribed to a video streaming service, are 18-44 years old, and are domiciled on the islands of Java and Sumatra. Based on the results of research and data analysis using multiple linear regression research models, it shows that: (1) Perceived usefulness and Perceived price have a positive but not significant effect on interest in subscribing to video streaming services, (2) Perceived ease of use, social influence, and electronic the three word of mouth has a positive and significant effect on the interest in subscribing to video streaming services (video on demand). The implication of the research results above is that to increase consumer interest in subscribing to video-on-demand services, service providers in Indonesia, such as (Netflix, Viu, Disney Hotstar, etc.) must pay attention to the ease of use of the application. Service providers must also be able to create positive reviews on the internet by promoting through the internet as well as working with influencers in order to create many good reviews that can be accepted and can influence potential consumers. |
| Kata Kunci | Perceived Usefulness, Perceived ease of use, Perceived Price, Social Influence, E-WOM, Purchase Intention, Video-on-demand |
| Nama Pembimbing 1 | Dr. Rahab, SE, M.Sc |
| Nama Pembimbing 2 | Larisa Pradisti, SE, M.Si |
| Tahun | 2022 |
| Jumlah Halaman | 21 |
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