PREDICTING FACTORS THAT INFLUENCE ATTITUDE TO USE AND ITS IMPLICATIONS ON CONTINUANCE INTENTION TO USE SVOD: STUDY ON NETFLIX USERS OF INDONESIA [PREDIKSI FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP PENGGUNAAN DAN IMPLIKASINYA TERHADAP KEBERLANJUTAN NIAT PENGGUNAAN SVOD: STUDI PADA PENGGUNA NETFLIX di INDONESIA]

Elissa Lestari, Oei Richard Chandra Soesanto

Abstract


The increasing number of internet users in Indonesia, especially mobile internet users, has changed consumer habits and behavior in consuming entertainment. Internet penetration leads to the increasing consumption of streaming video on demand (SVOD) services in Indonesia, which is increasingly popular. Netflix is one of the largest SVOD service providers in the world that has a customer subscription system. The tight competition in the SVOD industry caused Netflix to experience a significant reduction in the number of global subscribers. Therefore, the researcher's goal is to predict which factors influence the consumer's decision-making process to continue to use Netflix in view of the model of consumer attitudes toward technology adoption. The research data come from non-probability sampling with judgmental sampling techniques of 237 Netflix’s subscribers across Indonesia that have subscribed Netflix for more than three months, and having an intensity of use for 2-5 hours or more per day.  This research was conducted with a quantitative descriptive method using Structural Equation Modelling method. This study  indicate that there’s a positive relationship between perceived system quality and perceived enjoyment of attitude to use. Furthermore, there is a negative influence between the perceived price level and attitude to use. This study also reaffirms that the SVOD attitude to use is a predictor of continuance intention to use SVOD. This research also proved that perceived ease of use, perceived content quality, customization, and perceived psychological risk did not affect the attitude to use SVOD.

Abstrak dalam Bahasa Indonesia. Dengan semakin meningkatnya jumlah pengguna internet di Indonesia, khususnya dari sisi pengguna internet seluler, telah mengubah kebiasaan dan perilaku konsumen dalam mengonsumsi hiburan. Penetrasi internet juga berdampak pada meningkatnya konsumsi layanan Streaming Video on Demand (SVOD) di Indonesia yang semakin populer. Netflix merupakan salah satu penyedia layanan SVOD terbesar di dunia yang memiliki sistem layanan pelanggan. Persaingan ketat di industri SVOD menyebabkan Netflix mengalami penurunan jumlah pelanggan global yang signifikan. Oleh karena itu, tujuan peneliti ini adalah untuk memprediksi faktor-faktor apa saja yang mempengaruhi proses pengambilan keputusan konsumen untuk terus menggunakan Netflix yang dilihat dari sisi model sikap konsumen terhadap adopsi suatu teknologi. Teknik pengambilan sampel dalam penelitian ini menggunakan non-probability sampling dengan teknik judgemental sampling terhadap 237 pelanggan Netflix di seluruh Indonesia yang telah berlangganan Netflix selama lebih dari tiga bulan, dan intensitas penggunaan selama 2-5 jam atau lebih per hari nya. Analisis Penelitian ini menggunakan metode deskriptif kuantitatif dengan metode Structural Equation Modeling (SEM). Hasil penelitian ini menunjukkan bahwa terhadap pengaruh positif antara kualitas sistem yang dirasakan (Perceived System Quality) dan kenikmatan yang dirasakan (Perceived Enjoyment) terhadap sikap untuk menggunakan (Attitude to Use). Selain itu, ada pengaruh negatif antara persepsi tingkat harga (Perceived Price Level) dan sikap penggunaan (Attitude to Use) SVOD. Penelitian ini juga menegaskan kembali bahwa sikap penggunaan SVOD merupakan prediktor niat untuk terus menggunakan SVOD (Continuance Intention to Use). Penelitian ini juga membuktikan bahwa persepsi kemudahan penggunaan (Perceived Ease of Use), persepsi kualitas konten (Perceived Content Quality), pengaturan ulang (Customization), dan persepsi risiko psikologis (Perceived Psychological Risk) tidak berpengaruh terhadap sikap penggunaan SVOD.


Keywords


Perceived System Quality; Perceived Enjoyment; Perceived Price Level; Attitude to use; Continuance Intention to Use; SVOD



DOI: http://dx.doi.org/10.19166/derema.v15i2.2541

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