Pengaruh Motivasi Ekstrinsik Terhadap Continued Willingness to Use Pada Layanan Subscription Video On Demand (SVoD) (Studi Kasus: Netflix)

Maharani, Rizta Amanda (2025) Pengaruh Motivasi Ekstrinsik Terhadap Continued Willingness to Use Pada Layanan Subscription Video On Demand (SVoD) (Studi Kasus: Netflix). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Aplikasi entertainment mengalami pertumbuhan sejalan dengan meningkatnya ketergantungan masyarakat terhadap layanan streaming. Netflix, sebagai pemimpin pasar SVoD, menghadapi tantangan dalam mempertahankan pengguna. Penelitian ini bertujuan menganalisis pengaruh motivasi ekstrinsik terhadap continued willingness to use dengan user satisfaction sebagai mediator, berdasarkan kerangka Technology Acceptance Model (TAM). Pendekatan mixed method digunakan untuk memberikan pemahaman yang lebih menyeluruh. Secara kuantitatif, data diperoleh dari 180 responden dan dianalisis menggunakan PLS-SEM. Secara kualitatif, wawancara dilakukan kepada lima pengguna aktif Netflix. Hasil penelitian menunjukkan bahwa perceived ease of use dan perceived usefulness berpengaruh terhadap user satisfaction, yang kemudian berdampak pada continued willingness to use. Temuan kualitatif mendukung hasil tersebut serta mengungkap faktor tambahan yang memperkaya pemahaman terhadap loyalitas pengguna layanan SVoD.
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Entertainment applications have seen rapid growth in line with society’s increasing reliance on digital streaming services. As a leading player in the Subscription Video on Demand (SVoD) market, Netflix faces challenges in retaining its users. This study aims to examine the influence of extrinsic motivation on continued willingness to use, with user satisfaction acting as a mediating factor, based on the Technology Acceptance Model (TAM). A mixed-method approach was employed to provide a more comprehensive perspective. Quantitative data were collected from 180 respondents and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Meanwhile, qualitative insights were gathered through in-depth interviews with five active Netflix users. The results reveal that perceived ease of use and perceived usefulness positively affect user satisfaction, which in turn contributes to continued willingness to use. The qualitative findings reinforce these results and further highlight additional factors that shape user loyalty toward SVoD services.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Continued Willingness to Use, Motivasi Ekstrinsik, Netflix, Subscription Video on Demand, Technology Acceptance Model (TAM), User Satisfaction; Extrinsic Motivation, Continued Willingness to Use, Netflix, Subscription Video on Demand, Technology Acceptance Model (TAM), User Satisfaction.
Subjects:	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:	Rizta Amanda Maharani
Date Deposited:	28 Jul 2025 03:31
Last Modified:	28 Jul 2025 03:31
URI:	http://repository.its.ac.id/id/eprint/121981

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