Wibowo, Nashita Kalila (2025) Analisis Pengaruh Biaya Yang Diinvestasikan Untuk Berlangganan Terhadap Niat Penggunaan Layanan Over-The-Top Berkelanjutan Menggunakan Partial Least Squares-Structural Equation Modeling. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Popularitas layanan Over-The-Top (OTT) di Indonesia mengalami peningkatan pesat dalam beberapa tahun terakhir, terutama di kalangan milenial dan Gen Z yang memiliki gaya hidup sibuk dan mobile. Indonesia saat ini menjadi pemimpin konsumsi OTT di Asia Tenggara, dengan jumlah pengguna mencapai 40 juta pada tahun 2024, meningkat 2,7 kali lipat sejak tahun 2020. Layanan OTT menjadi pilihan utama karena menawarkan akses hiburan yang fleksibel dan mudah. Namun, keberhasilan jangka panjang layanan OTT tidak hanya bergantung pada jumlah pengguna baru, melainkan juga pada kemampuan mempertahankan pelanggan yang sudah ada. Salah satu faktor krusial dalam mempertahankan pelanggan adalah besarnya biaya yang telah diinvestasikan. Mengingat harga langganan yang tidak murah serta banyaknya platform yang tersedia, penting untuk menganalisis faktor-faktor yang memengaruhi niat penggunaan berkelanjutan. Penelitian ini bertujuan memberikan rekomendasi kepada perusahaan OTT melalui pengujian delapan variabel yang memengaruhi niat penggunaan berkelanjutan, menggunakan pendekatan Partial Least Squares - Structural Equation Modeling (PLS-SEM). Data diperoleh melalui penyebaran kuesioner daring kepada pengguna OTT berusia minimal 18 tahun yang pernah atau sedang berlangganan. Hasil penelitian menunjukkan bahwa variabel Personalization, Content Diversity, Investment Cost, Learning Effort, Use Satisfaction, Resistance to Switching, dan Entertainment memiliki pengaruh signifikan terhadap niat penggunaan berkelanjutan. Temuan ini menegaskan bahwa faktor-faktor tersebut berperan penting dalam menciptakan pengalaman pengguna yang positif dan mendorong loyalitas terhadap layanan. Penelitian ini diharapkan dapat memberikan kontribusi berupa data dan analisis yang relevan bagi pengembangan strategi retensi pelanggan, serta menjadi dasar untuk penelitian lebih lanjut di masa mendatang.
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The popularity of Over-The-Top (OTT) services in Indonesia has surged significantly in recent years, particularly among millennials and Gen Z, who tend to lead busy and mobile lifestyles. Indonesia is currently the leading OTT consumer in Southeast Asia, with the number of users reaching 40 million in 2024—an increase of 2.7 times since 2020. OTT services have become the preferred choice due to their flexible and accessible entertainment options. However, the long-term success of OTT platforms depends not only on acquiring new users but also on retaining existing ones. One crucial factor in retaining customers is the amount of investment cost incurred. Considering the relatively high subscription fees and the wide variety of platforms available, it is important to analyze the factors that influence continued usage intention. This study aims to provide recommendations for OTT companies by examining eight variables that influence sustainable usage intention, using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) approach. Data were collected through an online questionnaire distributed to OTT users aged 18 and above who have subscribed to or are currently subscribed to OTT services. The results show that the variables Personalization, Content Diversity, Investment Cost, Learning Effort, Use Satisfaction, Resistance to Switching, and Entertainment have a significant impact on continued usage intention. These findings emphasize the importance of these factors in shaping a positive user experience and encouraging customer loyalty. This research is expected to contribute valuable data and analysis for the development of customer retention strategies and serve as a foundation for future research.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Biaya Investasi, Niat Penggunaan Berkelanjutan, Over-The-Top, PLS-SEM, Retensi, Continued Usage Intention, Investment Cost, Over-The-Top, PLS-SEM, Retention. |
| Subjects: | H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations Q Science > QA Mathematics > QA278.3 Structural equation modeling. |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Nashita Kalila Wibowo |
| Date Deposited: | 10 Jul 2025 02:19 |
| Last Modified: | 10 Jul 2025 03:03 |
| URI: | http://repository.its.ac.id/id/eprint/119476 |
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