Analisis Pengaruh Content Richness, E-Service Quality, Dan Brand Image Terhadap Willingness To Subscribe Video On Demand (Studi Kasus: Vidio)

Wijaya, Aurelia Fanny (2023) Analisis Pengaruh Content Richness, E-Service Quality, Dan Brand Image Terhadap Willingness To Subscribe Video On Demand (Studi Kasus: Vidio). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Sekarang ini banyak media online streaming yang berkembang dan memberikan akses secara terbatas maupun berbayar kepada pelanggan, salah satunya adalah Vidio. Vidio sekarang ini telah menjadi pemenang Indonesia Best Millennials Brand Choice 2023 kategori Movie Streaming yang digelar oleh Warta Ekonomi pada Rabu, 31 Mei 2023. Vidio juga sudah menempati urutan nomor 1 di kategori pelanggan aktif berdasarkan survei dari Snapcart. Meskipun begitu, Vidio masih berada di posisi yang terbelakang daripada Netflix dan Disney+ Hotstar berdasarkan survei tSurveyid terkait layanan video streaming yang paling banyak diminati di Indonesia. Berdasarkan informasi bahwa masih terbelakangnya Vidio, maka penulis melakukan penelitian pengaruh dari Content Richness, E-Service Quality, dan Brand Image Terhadap Willingness to Subscribe Video On Demand dengan menggunakan metode PLS-SEM. Didapatkan bahwa variabel Content Richness, E-Service Quality, dan Brand Image berpengaruh terhadap Willingness to Subscribe. Sedangkan Variabel Perceived Value tidak memadai dalam menjadi variabel intervening dan tidak berpengaruh terhadap Willingness to Subscribe. Selain itu, didapatkan juga bahwa indikator Content Quality pada variabel Content Richness dan Fulfillment serta System Availability pada variabel E-Service Quality menjadi variabel prioritas untuk dilakukan improvement. Rekomendasi improvement berupa penambahan viewer restriction dan parental control, informasi kategori umur dan aksi dewasa, pengadaan survey kepada penonton, menambahkan akses perangkat, maintenance yang diberitahukan pada penonton, serta rekomendasi tambahan lainnya yang ditambahkan seiring dengan proses Focused Group Discussion (FGD).
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Currently, many online streaming media are developing and providing limited or paid access to customers, one of which is Vidio. Vidio has now become the winner of the Indonesia Best Millennials Brand Choice 2023 in the Movie Streaming category held by Warta Ekonomi on Wednesday, May 31 2023. Vidio has also ranked number 1 in the active customer category based on a survey from Snapcart. Even so, Vidio is still in a backward position compared to Netflix and Disney+ Hotstar based on the tSurveyid survey regarding the most popular video streaming services in Indonesia. Based on information that Vidio is still underdeveloped, the author conducted research on the influence of Content Richness, E-Service Quality, and Brand Image on Willingness to Subscribe to Video On Demand using the PLS-SEM method. It was found that Content Richness, E-Service Quality, and Brand Image influenced Willingness to Subscribe. While Perceived Value was not feasible becoming intervening variable and did not influence Willingness to Subscribe. In addition, it was found that Content Quality on Content Richness and Fulfillment as well as System Availability on E-Service Quality will become the priority indicators to be improved. The improvement recommendations are adding viewer restriction dan parental control feature, age rating and adult actions information in the film, conduct survey for viewer’s perspective and preferences, adding extra accessible devices, maintenance period and alert users, as well as other recommendations that showed up during Focused Group Discussion (FGD).

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Content Richness, E-Service Quality, Improvement, PLS-SEM, Vidio
Subjects:	H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Aurelia Fanny Wijaya
Date Deposited:	02 Feb 2024 03:32
Last Modified:	02 Feb 2024 03:32
URI:	http://repository.its.ac.id/id/eprint/105935

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