Widyaningrum, Putri (2022) FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BERLANGGANAN PADA LAYANAN VIDEO ON DEMAND (Studi Pengguna Layanan VOD di Jakarta Timur). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Peningkatan jumlah pengguna internet menyebabkan kegiatan konvesional berubah menjadi secara online, seperti e-commerce, e-learning, komunikasi dan informasi di media sosial, dan platform yang menawarkan layanan streaming musik atau vidio. Streaming vidio seperti film, drama, dan konten lainnya dapat dijangkau melalui platform video on demand. Penelitian ini bertujuan untuk mengetahui apa saja faktor-faktor yang mempengaruhi minat berlangganan video on demand serta apa faktor yang paling penting dan paling berguna dalam mempengaruhi minat berlangganan pada layanan video on demand. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan metode survei. Data dikumpulkan dengan menyebar kuesioner secara online di media sosial. Hasil analisis konjoin, didapatkan bahwa atribut kelompok referensi merupakan faktor paling penting dan atribut kemudahan pembayaran merupakan faktor paling berguna untuk konsumen. Kata Kunci : Video On Demand, Minat Berlangganan, Analisis Konjoin ABSTRACT The increase in the number of internet users has led to conventional activities to turn online such as e-commerce, e-learning, communication and information on social media, and platforms that offer music or video streaming services. Video streaming such as movie, serial, and other content can be achieved through in platfrom video on demand. This research aims to find out what are the factors that influence interest on willingness to subscribe video on demand and what are the most important factor dan utility factor to influence interest on willingness to subscribe video on demand services. This research method is quantitative research using survey method. The data was collected using online questionnaires on social media. The results of the conjoint analysis, it was found that the reference group attribute is the most important factor and the convenience attribute is the most useful factor for consumers.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | PUTRI WIDYANINGRUM | ||||||||
| Date Deposited: | 04 Oct 2022 03:29 | ||||||||
| Last Modified: | 05 Oct 2022 06:05 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8556 |
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