Manik, Audrey Aurelya (2023) Analisis Faktor Penggunaan Over-The-Top (OTT) Untuk Memberikan Rekomendasi Dalam Meningkatkan Intensi Berlangganan dan Keberlanjutan Pengguna Berdasarkan Teori Uses And Gratification dengan Structural Equation Modelling. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Konteks: Platform streaming video over-the-top (OTT), dengan segala kemudahan dan kecepatannya, mengubah cara orang menonton yang semulanya secara konvensional melalui televisi atau bioskop menjadi menggunakan alat elektronik seperti smartphone atau laptop. Perkembangan teknologi dan layanan digital melahirkan adanya inovasi dalam dunia hiburan. Salah satunya perilaku menonton film.
Permasalahan: Adanya pandemi yang membatasi kegiatan sosial dan ruang gerak publik tentunya menyebabkan terbatasnya masyarakat untuk berpergian dan mencari hiburan, salah satunya menonton bioskop. Hal tersebut membuat meningkatnya penggunaan layanan OTT dimana masyarakat dapat mengakses layanan hiburan seperti film, acara, berita, dan lainnya dari mana saja dan kapan saja tanpa batas menggunakan jaringan internet. Berdasarkan situasi tersebut, perkembangan OTT pun semakin marak dan berkembang dalam memberikan layanan agar dapat selalu memuaskan kebutuhan pengguna. Salah satunya, OTT menawarkan paket berlangganan agar pengguna dapat mengakses semua layanan premium yang ada dalam OTT tersebut yang tentunya tidak didapatkan oleh pengguna lain secara gratis.
Tujuan: Penelitian ini bertujuan untuk meneliti lebih lanjut terkait faktor yang memengaruhi intensi pembelian dan keberlanjutan pengguna dalam berlangganan layanan OTT.
Metode: Dengan menggunakan pendekatan kuantitatif berupa survey kuesioner dan pengujian model penelitian dengan Partial Least Square – Structural Equation Modeling (PLS-SEM) sebagai metodologi dalam penelitian penggunaan dan kepuasan, survey penelitian ini mengidentifikasi delapan variabel U&G untuk penggunaan OTT: Convenient Navigability, Binge Watching, Relaxation, Social Interaction, Companionship, Voyeurism, dan Information Seeking.
Hasil: Hasil dari penelitian ini ditemukan bahwa kepuasan hiburan, rasa pendamping. dan voyeurisme menjadi pengaruh yang signifikan terhadap intensi pengguna OTT dalam berlangganan. Selain itu, didapatkan juga bahwa harga menjadi faktor yang menentukan pembelian paket berlangganan OTT dimana pengguna akan membandingkan apabila harga yang dibayar sebanding dengan nilai konten yang ditayangkan di OTT. Adapun terdapat 5 beberapa faktor lain yang tidak menjadi faktor signifikan terhadap intensi pengguna OTT berlangganan dan melanjutkan langganannya tersebut yang perlu dioptimasi lebih lanjut bagi perusahaan OTT.
Manfaat: Harapan dari penelitian ini ialah dapat menjadi referensi dan pengembangan ilmu pengetahuan bagi perusahaan layanan OTT dalam mengobservasi kualitas layanan berdasarkan faktor-faktor yang memengaruhi intensi pembelian dan keberlanjutan pengguna dalam berlangganan OTT yang nantinya akan bermanfaat dalam pengembahan langkah strategis dan manajerial perusahaan dalam mengembangkan proses bisnisnya.
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Context: The over-the-top (OTT) video streaming platform, with all its convenience and speed, has changed the way people watch conventionally via television or cinema to use electronic devices such as smartphones or laptops. The development of digital technology and services has given birth to innovation in the world of entertainment. One of them is the behavior of watching movies.
Problems: The existence of a pandemic that limits social activities and space for public movement has certainly limited people's ability to travel and seek entertainment, one of which is watching the cinema. This situation has increased the use of OTT services where people can access entertainment services such as movies, shows, news, and more from anywhere and anytime without limits using the internet network. Based on this situation, the development of OTT is also increasingly widespread and developing in providing services so that it can always satisfy user needs. One of them, OTT platform offers a subscription package so users can access all the premium services in the OTT which obviously other users don't get for free.
Purpose: This research aims to examine further the factors that influence purchase intensity and user continuity in subscribing to OTT services.
Methods: By using a quantitative approach in the form of a questionnaire survey and testing the research model with Partial Least Square – Structural Equation Modeling (PLS-SEM) as a methodology in research focused on Use and Satisfaction, this survey research identified eight variables based on Uses and Gratification Theory for OTT use: Convenient Navigability, Binge Watching, Relaxation, Social Interaction, Friendship, Voyeurism, and Information Search.
Results: The findings of this research indicate that gratification of entertainment, companionship, and voyeurism significantly influence the intention of OTT users to subscribe. Additionally, it was observed that pricing plays a crucial role in the purchase of OTT subscription packages, as users compare the price paid with the value of content provided on the OTT platform. However, there are other factors that do not significantly impact users' intention to subscribe and continue their subscription, which need further optimization by OTT companies.
Added Value: The prospects of this research is that it can be a reference and scientific development for OTT service companies in observing service quality based on the factors that influence purchase intensity and user sustainability in subscribing to OTT which will later be beneficial in developing the company's strategic and managerial steps in developing its business processes.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Customer Relationship Management, Search Equation Modeling, OTT, Video Streaming Services, Uses and Gratification |
| 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: | Audrey Aurelya Manik |
| Date Deposited: | 19 Jul 2023 06:41 |
| Last Modified: | 19 Jul 2023 06:41 |
| URI: | http://repository.its.ac.id/id/eprint/98570 |
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