Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2021

Understanding Behavioural Intention to Subscribe Paid Video Streaming Services During a Covid-19 Pandemic: Evidence from Indonesian

Skripsi, 054 / 2021 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2023-01-09 13:25:35
Oleh : Nabila Shafira Ramadhani - 175264055 (
Dibuat : 2023-01-09, dengan 4 file

Keyword : Video on demand, Video streaming, Film Piracy, Indonesia and Covid-19


Deskripsi Alternatif :

Paid video streaming services have been a popular service for years. However, paid video streaming users in Indonesia are currently lagging behind other countries. In addition, a previous Coalition Against Piracy survey in 2019 found that 63% of Indonesian consumers would rather access pirated streaming services than pay subscription fees for premium features. The Covid-19 pandemic tends to increase paid streaming video users because visiting cinemas is strictly regulated by the government. To strengthen the understanding of what factors influence the payment of premium contributions, this study examines the influence of social, risk perception, hedonic motivation, utility values on the influence of behavioral intentions. The data collected was analyzed using Smart PLS 3.0. As many as 591 respondents who subscribed to paid video streaming in Indonesia were used to validate the conceptual model empirically. The results of partial-least square modeling show that social influences, hedonic motivations, and utilitarian values can directly and indirectly affect people's behavioral intentions to use premium streaming services. But contrary to expectations, perceived risk can affect behavioral intentions if mediated by other variables such as social influence, hedonic motivation, and utilitarian values. Finally, the managerial implications of suppressing the anticipation of pirated video streams will be discussed. Keywords: Video on demand, Video streaming, Film Piracy, Indonesia and Covid-19.

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Nama KontakErlin Arvelina
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  • Supervisor: Nono Wibisono, S.E., M.Sc., Ph.D.

    Co-Supervisor: Rafiati Kania, S.Si., MSM., Editor: Erlin Arvelina