Analisis Faktor-Faktor Yang Memengaruhi Intention To Subscribe Dalam Menggunakan Layanan Streaming Over-The-Top Vidio (Studi Kasus: Fakultas Ilmu Komputer Universitas Brawijaya)

Liunardo, Danny and Aryo Pinandito,, S.T., M.MT, Ph.D and Himawat Aryadita,, S.T., M.Sc. (2024) Analisis Faktor-Faktor Yang Memengaruhi Intention To Subscribe Dalam Menggunakan Layanan Streaming Over-The-Top Vidio (Studi Kasus: Fakultas Ilmu Komputer Universitas Brawijaya). Sarjana thesis, Universitas Brawijaya.

Abstract

Perkembangan teknologi internet telah mendorong pergeseran pola konsumsi konten hiburan masyarakat, terutama di Indonesia sebagai negara dengan pengguna internet keempat terbesar di dunia. Mayoritas anak muda Indonesia memanfaatkan internet untuk tujuan hiburan, dengan konten video online menjadi pilihan utama. Namun, keberadaan layanan streaming web ilegal secara gratis menciptakan persaingan tidak sehat bagi industri video-on-demand (VoD) legal. VoD merupakan bagian dari over-the-top (OTT) services yang menyediakan konten video melalui internet tanpa memerlukan berlangganan layanan televisi tradisional. Penelitian ini bertujuan untuk menganalisis pengaruh faktor-faktor performance expectancy, social influence, dan price value terhadap intention to subscribe layanan VoD Vidio di kalangan mahasiswa Fakultas Ilmu Komputer Universitas Brawijaya. Ketiga faktor tersebut dipilih berdasarkan temuan dari kuesioner yang menunjukkan kesesuaian dengan pernyataan responden sebelumnya. Penelitian ini menggunakan pendekatan gabungan metode kuantitatif dan kualitatif, dengan pengumpulan data melalui kuesioner tertutup dan terbuka. Hasil kuesioner dianalisis menggunakan Generalized Linear Model (GLM), sedangkan jawaban pertanyaan terbuka dianalisis secara kualitatif. Berdasarkan hasil analisis, performance expectancy, social influence, dan price value terbukti memiliki pengaruh terhadap intention to subscribe. Penelitian selanjutnya diharapkan dapat mengeksplorasi aplikasi VoD lainnya atau membandingkan antar aplikasi VoD, serta melakukan pengujian dengan model uji yang berbeda

English Abstract

The development of internet technology has driven a shift in entertainment content consumption patterns, especially in Indonesia, which has the fourth�largest number of internet users in the world. The majority of Indonesian youth use the internet for entertainment purposes, with online video content being the primary choice. However, the presence of free illegal web streaming services creates unfair competition for the legal video-on-demand (VoD) industry. VoD is part of Over-the-Top (OTT) services that provide video content over the internet without requiring a subscription to traditional television services. This study aims to analyze the influence of performance expectancy, social influence, and price value factors on the intention to subscribe to the Vidio VoD service among students of the Faculty of Computer Science at Brawijaya University. These three factors were selected based on findings from a questionnaire that showed alignment with previous respondent statements. This study employs a mixed-method approach, using both quantitative and qualitative methods, with data collected through closed and open-ended questionnaires. The results of the questionnaires are analyzed using the Generalized Linear Model (GLM), while the open-ended responses are analyzed qualitatively. Based on the analysis results, performance expectancy, social influence, and price value are proven to have an influence on the intention to subscribe. Future research is expected to explore other VoD applications or compare different VoD applications, as well as conduct testing with different test models.

Item Type:	Thesis (Sarjana)
Identification Number:	052415
Uncontrolled Keywords:	: over-the-top (OTT), intention to subscribe, performance expectancy, social influence, price value, generalized linear model-over-the-top (OTT), intention to subscribe, performance expectancy, social influence, price value, generalized linear model.
Divisions:	Fakultas Ilmu Komputer > Sistem Informasi
Depositing User:	Sugeng Moelyono
Date Deposited:	01 Nov 2024 03:42
Last Modified:	01 Nov 2024 03:42
URI:	http://repository.ub.ac.id/id/eprint/227945

Text (DALAM MASA EMBARGO) Danny Liunardo.pdf Restricted to Registered users only Download (1MB)

Actions (login required)

View Item