Kurnia, Hanissa Rizki (2024) Implementasi Hedonic-Motivation System Adoption Model Dalam Menganalisis Niat Berperilaku Untuk Menggunakan Netflix. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Peningkatan jumlah pengguna internet di Indonesia kian meningkat dari tahun ke tahun. Peningkatan jumlah pengguna internet yang kian meningkat memunculkan banyak pertumbuhan inovasi baru dari penyedia jasa layanan teknologi. Salah satu media internet yang mengalami pertumbuhan pesat ialah media digital layanan streaming. Layanan streaming video dengan permintaan ataupun dikenal dengan layanan Video On-Demand. Masyarakat lebih mudah dalam menikmati konten layanan TV, film, drama, konten serial lainnya melalui platform penyedia layanan Video On-Demand. Salah satu platform penyedia layanan Video On-Demand di Indonesia adalah Netflix. Netflix saat ini dianggap sebagai penyedia layanan Video On-Demand terbaik dengan pengguna terbanyak di Indonesia. Peningkatan jumlah pengguna Netflix di Indonesia mengalami kelonjakan tinggi di tengah wabah COVID-19 di tahun 2020. Dampak signifikan pandemi menyebabkan masyarakat beralih menggunakan platform penyedia layanan Video On-Demand untuk menikmati konten-konten hiburan di internet. Peningkatan jumlah pengguna Netflix juga didukung oleh keunggulan-keunggulan yang disediakan Netflix, seperti layanan jenis film dan video beragam yang dapat dinikmati pengguna, menghadirkan konten original terbaru, dan menyediakan fitur yang memudahkan penggunanya untuk memilih preferensi tontonan yang mereka inginkan. Walaupun demikian, Netflix perlu mengembangkan strategi inovatif untuk dapat mempertahankan posisi mereka sebagai penyedia layanan Video On-Demand nomor satu di Indonesia. Hal ini bisa didapatkan dengan melakukan penelitian analisis faktor-faktor apa yang memengaruhi niat berperilaku pengguna dalam menggunakan layanan Video On-Demand platform Netflix. Hasil yang didapatkan melalui penelitian ini dapat dijadikan sebagai dasar untuk mengembangkan strategi mempertahankan pengguna maupun menggaet pengguna baru. Penelitian mengenai analisis faktor-faktor yang memengaruhi niat berperilaku pengguna Netflix dilakukan dengan menerapkan pendekatan Hedonic-Motivation System Adoption Model (HMSAM), dengan menguji keterkaitan antara tujuh variabel dengan menggunakan metode Partial Least Square Structural Equation Modelling (PLS-SEM). Variabel yang akan dikaji pada penelitian ini diantaranya adalah Perceived Ease of Use (PEOU), Perceived Usefulness (PU), Joy (JOY), Curiosity (CUR), Control (CTL), Immersion (FI), dan Behavioral Intention to Use (BIU). Penelitian akan dilakukan dengan dengan menerapkan pendekatan Hedonic-Motivation System Adoption Model (HMSAM), menganalisis validitas dan reliabilitas data, serta pengujian hipotesis dengan PLS-SEM. Jumlah data yang terkumpul dan akan digunakan dalam penelitian sebesar 240 data. Berdasarkan analisis dan hasil penelitian, ditemukan bahwa variabel Perceived Ease of Use (PEOU) memengaruhi variabel Perceived Usefulness (PU), Curiosity (CUR), Joy (JOY), dan Control (CTL); variabel Perceived Usefulness (PU), Curiosity (CUR), dan Joy (JOY) memengaruhi variabel Behavioral Intention to Use (BIU); variabel Curiosity (CUR), Joy (JOY), dan Control (CTL) memengaruhi variabel Immersion (FI) yang menunjukkan bahwa seluruh hipotesis atau sepuluh hipotesis diterima. Penyedia platform Netflix diharapkan mempertimbangkan ketujuh variabel untuk memperbaiki dan meningkatkan platform sesuai dengan rekomendasi yang disertakan pada penelitian.
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The number of internet users in Indonesia is increasing year by year. The increasing number of internet users has led to the growth of many new innovations from technology service providers. One of the internet media that is experiencing rapid growth is digital media streaming services. Video streaming services on demand or known as Video On-Demand services. It is easier for people to enjoy TV service content, movies, dramas, and other serial content through Video On-Demand service provider platforms. One of the Video On-Demand service provider platforms in Indonesia is Netflix. Netflix is currently considered the best Video On-Demand service provider with the most users in Indonesia. The increase in the number of Netflix users in Indonesia experienced a high spike amid the COVID-19 outbreak in 2020. The significant impact of the pandemic caused people to switch to using Video On-Demand service provider platforms to enjoy entertainment content on the internet. The increase in the number of Netflix users is also supported by the advantages that Netflix provides, such as a variety of movie and video services that users can enjoy, presenting the latest original content, and providing features that make it easy for users to choose the viewing preferences they want. However, Netflix needs to develop innovative strategies to maintain their position as the number one Video On-Demand service provider in Indonesia. This can be achieved by conducting research analyzing what factors influence users' behavioral intentions in using the Netflix Video On-Demand platform. The results obtained through this research can be used as a basis for developing strategies to retain users and attract new users. Research on the analysis of factors that influence user behavioral intentions of Netflix is carried out by applying the Hedonic-Motivation System Adoption Model (HMSAM) approach, by examining the relationship between seven variables using the Partial Least Square Structural Equation Modeling (PLS-SEM) method. The variables to be studied in this research include Perceived Ease of Use (PEOU), Perceived Usefulness (PU), Joy (JOY), Curiosity (CUR), Control (CTL), Immersion (FI), and Behavioral Intention to Use (BIU). The research will be conducted by applying the Hedonic-Motivation System Adoption Model (HMSAM), analyzing the validity and reliability of the data, and testing hypotheses using PLS-SEM. The amount of data collected and to be used in the research is 240 data. Based on the analysis and research results, it was discovered that the Perceived Ease of Use (PEOU) variable affects the Perceived Usefulness (PU), Curiosity (CUR), Joy (JOY), and Control (CTL) variables; the Perceived Usefulness (PU), Curiosity (CUR), and Joy (JOY) variables affect the Behavioral Intention to Use (BIU) variable; the Curiosity (CUR), Joy (JOY), and Control (CTL) variables affect the Immersion (FI) variable, indicating that all hyphotheses or ten hypotheses are accepted. Netflix platform providers are expected to consider the seven variabels to improve and enhace the platform according to the recommendations included in the research.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | HMSAM, Niat Berperilaku Pengguna, Video On-Demand, PLS-SEM, Netflix, HMSAM, User Behavioral Intention, Video On-Demand, PLS-SEM, Netflix. |
| Subjects: | T Technology > T Technology (General) > T58.6 Management information systems |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Hanissa Rizki Kurnia |
| Date Deposited: | 01 Aug 2024 01:29 |
| Last Modified: | 01 Aug 2024 01:29 |
| URI: | http://repository.its.ac.id/id/eprint/111389 |
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