Faktor-faktor yang Mempengaruhi Willingness to Subscribe Terhadap Platform Streaming Anime Legal iQiyi di Indonesia

Listiansyah, Fairyawan Prihambodo (2022) Faktor-faktor yang Mempengaruhi Willingness to Subscribe Terhadap Platform Streaming Anime Legal iQiyi di Indonesia. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Media streaming umumnya mengacu pada platform yang menampilkan konten video yang yang dapat diakses secara online. Anime atau animasi Jepang adalah bentuk seni populer yang didefinisikan oleh komunitas atau budaya inklusif yang mendorong interaksi sosial dan identifikasi karakter pada dunia nyata dan tidak hanya sekedar tentang “bercerita”. Pada era teknologi yang semakin maju ini dan adanya pandemi Covid-19 layanan streaming online menjadi salah satu hiburan yang banyak diminati oleh berbagai kalangan. Pada masa pandemi ini juga layanan streaming legal untuk anime mulai dikenal oleh para penggemar anime. Hal ini menjadi perkembangan yang baik karena selama ini masih banyak para penonton anime yang menonton anime secara ilegal melalui website-website ilegal. Pada masa pandemi saat ini, layanan streaming berbasis langganan menjadi booming, salah satu platform streaming langganan yang sedang booming adalah iQiyi. Hingga saat ini belum adanya penelitian yang meneliti tentang willingness to subscribe terhadap platform streaming anime iQiyi di Indonesia mendorong adanya penelitian ini. Data yang didapatkan secara online pada penelitian ini berjumlah 304 responden yang pernah atau sedang berlangganan platform streaming iQiyi di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dan menggunakan Partial Least Square-Structure Equation Modelling (PLS-SEM) untuk analisis data. Seluruh hipotesis penelitian ini diterima dan yang memiliki pengaruh positif diantaranya adalah interactivity dan content richness terhadap perceived usefulness, kemudian perceived usefulness, perceived ease of use, perceived price, dan social influence terhadap willingness to subscribe. Sementara, yang memiliki pengaruh negatif adalah free alternatives terhadap willingess to subscribe.
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Streaming media generally refers to platforms that display video content that can be accessed online. Japanese anime or animation is a popular art form defined by an inclusive community or culture that encourages social interaction and character identification in the real world and is not just about “storytelling”. In this era of increasingly advanced technology and the Covid-19 pandemic, online streaming services have become one of the entertainments that are in great demand by various groups. During this pandemic, legal streaming services for anime began to be known by anime fans. This is a good development because so far there are still many anime viewers who watch anime illegally through illegal websites. During the current pandemic, subscription-based streaming services are booming, one of the booming subscription streaming platforms is iQiyi. Until now, there is no research that examines willingness to subscribe to the iQiyi anime streaming platform in Indonesia, which encourages this research. The data obtained online in this study amounted to 304 respondents who have or are currently subscribing to the iQiyi streaming platform in Indonesia. This study uses a quantitative approach and uses Partial Least Square-Structure Equation Modeling (PLS-SEM) for data analysis. All of the research hypotheses are accepted and those that have a positive influence include interactivity and content richness on perceived usefulness, then perceived usefulness, perceived ease of use, perceived price, and social influence on willingness to subscribe. Meanwhile, what has a negative influence is free alternatives to willingness to subscribe.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Willingness to Subscribe, Platform Streaming, iQiyi, Anime, Japanese Animation
Subjects:	H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Fairyawan Prihambodo Listiansyah
Date Deposited:	09 Feb 2022 01:23
Last Modified:	11 Feb 2022 03:57
URI:	http://repository.its.ac.id/id/eprint/93229

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