Guerin, Hanna Iftita (2019) Studi Eksperimental pada Pengaruh Kondisi Keuangan dan Keterbatasan Pilihan terhadap Hubungan Sikap dan Niat Penggunaan Layanan Video Streaming di Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Maraknya aktivitas pembajakan produk digital menciptakan hambatan nyata bagi perkembangan layanan Over the Top (OTT) video berbasis langganan. Keterbatasan pilihan yang disediakan penyedia layanan serta kondisi keuangan konsumen Indonesia dianggap sebagai situasi yang mengancam kebebasan konsumen dalam mengonsumsi produk legal yang ditawarkan oleh layanan OTT video, sehingga dapat memengaruhi sikap konsumen pada layanan yang berakibat pada keputusan penggunaan. Teori reaktansi psikologis digunakan sebagai dasar untuk melihat bahwa ancaman tersebut dapat menimbulkan sikap negatif seseorang. Studi eksperimental sederhana dilakukan dengan menggunakan desain faktorial 2 x 2. Kondisi keuangan dan keterbatasan pilihan dipilih sebagai variabel independen yang mewakili kendala konsumsi pelanggan. Tujuannya, untuk mengidentifikasi apakah kondisi yang berbeda dapat menciptakan sikap dan niat konsumen yang berbeda pula, serta mengetahui situasi seperti apa yang menyebabkan kecenderungan pada konsumen untuk melakukan aktivitas pembajakan. Data dalam penelitian didapatkan dari empat kuisioner berbeda yang disebarkan secara online melalui media sosial ke seluruh Indonesia, dengan sampel sebanyak 335 responden. Uji hipotesis menggunakan analisis varians (ANOVA) membuktikan bahwa konsumen yang dihadapkan pada kendala konsumsi memiliki sikap yang lebih tinggi pada layanan ilegal dibandingkan dengan konsumen yang tidak memiliki kendala. Uji hipotesis menggunakan regresi linear menyatakan bahwa terdapat pengaruh sikap konsumen kearah positif terhadap niat penggunaan layanan. Oleh karena itu, terdapat implikasi manajerial yang diusulkan peneliti untuk dilakukan oleh perusahaan OTT video agar mampu menciptakan persepsi positif demi meningkatkan sikap dan niat konsumen pada layanan.
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The rise of digital product piracy activities creates a real obstacle to the development of Over the Top (OTT) company that focuses on subscription-based video services. The limited choices provided by service providers and the financial condition of Indonesian consumers are considered as a situation that threatens consumer freedom in terms of consuming legal products offered by OTT video services, so that it can affect consumer attitudes to services which result in intention to use. The psychological reactance theory is used as a basis which states that the threat can lead to a negative attitude. The 2 x 2 factorial design was used in this simple experimental study. Financial conditions and choice restrictions are chosen as independent variables that represent consumption constraints. The aims of this study are to identify the differences in attitudes and intentions of consumers caused by the different conditions, also to know what kind of situation that causes a tendency for consumers to carry out piracy activities. Data in the study were obtained from four different questionnaires, which were distributed online throughout Indonesia, with a sample of 335 respondents. Hypothesis testing using analysis of variance (ANOVA) proves that consumers who were faced with consumption constraints have a higher or more positive attitude towards illegal services compared to consumers who had no constraints. Hypothesis testing using linear regression states that there is an positive effect of consumer attitudes towards the intention to use the service. Therefore, there are several managerial implications proposed by researcher to be conducted by OTT video companies in order to be able to create positive
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSMB 658.834 2 Gue s-1 |
| Uncontrolled Keywords: | niat konsumen; Over the Top (OTT); pembajakan digital; reaktansi psikologis; sikap konsumen |
| Subjects: | H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HC Economic History and Conditions > HC108 Market surveys. H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing |
| Divisions: | Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Guerin Hanna Iftita |
| Date Deposited: | 08 Apr 2025 06:03 |
| Last Modified: | 08 Apr 2025 06:03 |
| URI: | http://repository.its.ac.id/id/eprint/67655 |
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