Analisis faktor yang mempengaruhi online streaming subscription masyarakat Surabaya pada layanan Netflix

Axellino Beryl Hermawan(1*),


(1) 
(*) Corresponding Author

Abstract


Penelitian dilakukan untuk mengetahui pengaruh perceived usefulness, cost, brand image, dan service quality terhadap online streaming subscription masyarakat Surabaya dengan layanan Netflix sebagai objek penelitian. Pengambilan data dilakukan dalam periode waktu 26 Oktober 2023 - 14 November 2023 melalui Google Form dengan link petra.id/SurveiSkripsiBeryl dan mendapatkan 143 responden. Analisis penelitian menggunakan PLS-SEM. Variabel penelitian perceived usefulness diukur dengan 5 indikator, cost diukur dengan 3 indikator, brand image diukur dengan 5 indikator, service quality dengan 3 indikator, dan online streaming subscription dengan 3 indikator. Hasil penelitian membuktikan bahwa perceived usefulness memiliki pengaruh langsung / direct effect terhadap online streaming subscription, lalu cost tidak berpengaruh signifikan terhadap online streaming subscription, sedangkan untuk brand image memiliki pengaruh langsung / direct effect terhadap online streaming subscription, dan service quality juga memiliki pengaruh langsung / direct effect terhadap online streaming subscription. Secara mendalam, ingin mengetahui bagaimana peran cost pada pengaruh hubungan yang dituju.

Keywords


perceived usefulness; cost; brand image; service quality; online streaming subscription

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