Ghiffari, Muhammad (2024) Analisis Faktor Perceived Value Terhadap Intensi Berlangganan Layanan Over-The-Top Menggunakan Partial Least Square – Structural Equation Modeling. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Konteks: Setelah kebijakan penutupan siaran televisi analog, pemerintah menghimbau masyarakat Indonesia untuk beralih ke siaran televisi digital. Penutupan saluran analog oleh Kominfo membuat masyarakat berpindah ke layanan IPTV dan OTT dalam menerima hiburan. Studi terbaru menunjukkan sebanyak 1 dari 3 orang Indonesia saat ini melakukan streaming pada OTT dengan total waktu mengonsumsi sebanyak 35 miliar jam setiap bulan. Studi yang sama juga melakukan survei terhadap demografi pengguna OTT di Indonesia. Penelitian tersebut menunjukkan preferensi pengguna dalam memilih layanan media hiburan, dimana 62% responden memilih OTT dan lainnya sebanyak 40% memilih televisi sebagai media hiburan mereka. Permasalahan: Terdapat beberapa aspek dari faktor yang memengaruhi intensi berlangganan yang perlu dilakukan analisis lebih lanjut, terutama dampak perceived value OTT terhadap intensi berlangganan layanan OTT. Tujuan: Penelitian Tugas Akhir ini bertujuan untuk memberikan rekomendasi dan saran terhadap perusahaan OTT mengenai beberapa faktor perceived value yang menjadi nilai tambah bagi perusahaan dalam meningkatkan intensi berlangganan pelanggan OTT melalui pengujian 7 variabel. Metode: Tugas Akhir ini dilakukan dengan memanfaatkan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan mengangkat Over-The-Top (OTT). Pengumpulan data dilakukan dengan menyebarkan kuesioner secara daring kepada setidaknya 50 pengguna OTT atau setidaknya sekali berlangganan layanan OTT. Hasil: Hasil penelitian menunjukkan perceived monetary value of global OTT berpengaruh positif dan signifikan terhadap perceived value of global OTT (PVO) dengan path coefficient 0,513 dan t-statistic 7.167. Intention to subscribe to global OTT dipengaruhi secara signifikan dan positif oleh perceived value of global OTT dan perceived enjoyment dengan path coefficient 0,227; 0,343 dan t-statistic 2,705; 4,486. Empat variabel yang berhubungan positif namun tidak signifikan terhadap perceived value of global OTT adalah perceived convenience of global OTT, perceived local content diversity of global OTT, perceived globalcontent diversity of global OTT, dan perceived original content diversity of global OTT dengan path coefficient 0,028; 0,054; 0,078; 0,120 dan t-statistic 0,331; 0,699; 1,086; 1,642. Nilai Tambah: Penelitian ini diharapkan memberikan analisis dan identifikasi faktor perceived value yang memengaruhi intensi berlangganan layanan OTT. Hasil analisis memberikan rekomendasi bagi manajerial penyedia layanan OTT, dan variabel perceived enjoyment untuk pengembangan penelitian selanjutnya. Kata kunci: Intention to Subscribe, Over-The-Top, Partial Least Square-Structural Equation Modeling, Perceived value
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Context: Following the policy of closing analog television broadcasts, the government has urged the Indonesian public to switch to digital television broadcasts. The shutdown of analog channels by the Ministry of Communication and Information Technology (Kominfo) has led people to shift to IPTV and OTT services for entertainment. Recent studies show that 1 in 3 Indonesians currently streams on OTT, with a total consumption time of 35 billion hours each month. The same study also surveyed the demographics of OTT users in Indonesia, revealing user preferences in choosing entertainment media services, where 62% of respondents preferred OTT, while 40% chose television as their entertainment medium. Problem: Several aspects of factors influencing the intention to subscribe require further analysis, especially the impact of perceived value of OTT on the intention to subscribe to OTT services. Objective: This final project aims to provide recommendations and suggestions to OTT companies regarding several perceived value factors that add value to companies in increasing customers' intention to subscribe to OTT through the testing of 7 variables. Method: This final project employs the Partial Least Square-Structural Equation Modeling (PLS-SEM) method, focusing on Over-The-Top (OTT). Data collection was conducted by distributing online questionnaires to at least 200 OTT users or those who have subscribed to OTT services at least once. Results: The research results show that the perceived monetary value of global OTT has a positive and significant effect on the perceived value of global OTT (PVO) with a path coefficient of 0.513 and a t-statistic of 7.167. The intention to subscribe to global OTT is significantly and positively influenced by the perceived value of global OTT and perceived enjoyment, with path coefficients of 0.227 and 0.343, and t-statistics of 2.705 and 4.486, respectively. Four variables that have a positive but not significant relationship with the perceived value of global OTT are perceived convenience of global OTT, perceived local content diversity of global OTT, perceived global content diversity of global OTT, and perceived original content diversity of global OTT, with path coefficients of 0.028, 0.054, 0.078, and 0.120, and t-statistics of 0.331, 0.699, 1.086, and 1.642, respectively. Value Added: This research is expected to provide an analysis and identification of perceived value factors that influence the intention to subscribe to OTT services. The analysis results offer recommendations for the managerial aspects of OTT service providers and the perceived enjoyment variable for further research development. Keywords: Intention to Subscribe, Over-The-Top, Partial Least Square-Structural Equation Modeling, Perceived Value
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Intention to Subscribe, Over-The-Top, Partial Least Square-Structural Equation Modeling, Perceived value |
| Subjects: | Q Science Q Science > QA Mathematics 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: | Muhammad Ghiffari |
| Date Deposited: | 30 Jul 2024 04:26 |
| Last Modified: | 30 Jul 2024 04:26 |
| URI: | http://repository.its.ac.id/id/eprint/110087 |
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