Analisis Faktor Keputusan Berlangganan pada Subscription Video on Demand Menggunakan Metode UTAUT2
Abstract
The Video-on-Demand Subscription service has been growing in Indonesia since 2016 and provides easy access to media such as movies and Television shows. However, the digitization of this media also facilitates digital piracy which can cause losses to the film and television industry. This study was conducted to find out what factors motivate users to subscribe to the SVOD Netflix service in Indonesia. This study uses the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model with the addition of the independent variable content availability and uses three moderator variables, namely age, gender, and experience. The results of the hypothesis test show that behavioral intention, habit, social influence, performance expectancy, facilitating conditions, price value, content availability variables and experience moderator variables significantly affect the intention to use the Netflix application. The significant effect on the experience moderator variable shows that the more experienced the user is on a service, the more likely it is for the user to use or re-subscribe.
Kata kunci: Subscription Video-On-Demand; Netflix; Subscribe
Abstrak
Layanan Subscription Video-on-Demand telah berkembang di Indonesia sejak tahun 2016 dan memberikan kemudahan akses pada media seperti film dan acara Televisi. Namun, adanya digitalisasi pada media ini juga mempermudah pembajakan secara digital yang dapat menyebabkan kerugian pada industri film dan televisi. Penelitian ini dilakukan untuk mengetahui faktor apa saja yang memotivasi pengguna dalam berlangganan pada layanan SVOD Netflix di Indonesia. Penelitian ini menggunakan model Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) dengan tambahan variabel independen content availability serta menggunakan tiga variabel moderator yaitu age, gender, dan experience. Hasil uji hipotesis menunjukan bahwa variabel behavioral intention, habit, social influence, performance expectancy, facilitating condition, price value, content availability serta variabel moderator experience secara signifikan mempengaruhi niat penggunaan aplikasi Netflix. Pengaruh signifikan pada variabel moderator experience menunjukan bahwa semakin berpengalaman pengguna pada suatu layanan, semakin besar kemungkinan bagi pengguna untuk memakai atau berlangganan kembali.
Kata kunci: Subscription Video-On-Demand; Netflix; Berlangganan
Keywords
References
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