SAFIRA, Zelda (2022) Factors Influencing The Purchase Intention Of Indonesian Consumer Towards Video Streaming Service Subscription. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This research is quantitative research for internet users in Indonesia. The title of this research is: "Factors Influencing the Purchase Intention of Indonesian Consumers Towards Video Streaming Services Subscription." The purpose of this study is to analyze 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. This study's population is Indonesian internet users aged 18-44 years. The number of respondents taken is 162 respondents. Determination of respondents in this study using purposive sampling. Based on the results of research and data analysis using multiple linear regression, it shows that: (1) Perceived usefulness and Perceived price has a positive but not significant effect on Purchase Intention in subscribing to video streaming services, (2) Perceived ease of use, social influence, and electronic word of mouth has a positive and significant effect on Purchase Intention in subscribing to video streaming services (video on demand). The implication of the results is that to increase consumer purchase intention 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 by promoting through the internet and working with influencers to create many good reviews that can be accepted and can influence potential consumers.

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