Netflix In Indonesia : Customer Willingness To Pay in Video Streaming Service
Abstract
Selama beberapa tahun terakhir, streaming video telah menyumbang sebagian besar lalu lintas informasi yang disalurkan melalui Internet, dan terus bertumbuh pada tingkat yang stabil setiap tahun. Netflix adalah salah satu layanan streaming video-on-demand paling populer di Indonesia. Tujuan dari penelitian ini adalah untuk mengkaji pengaruh trust dan expected outcome dan peran attitude toward behavior sebagai variabel mediasi customer willingness to pay dengan pandangan mereka tentang free mentality, perceived sacrifice dan perceived benefit terhadap attitude toward behavior di kalangan pelanggan Netflix di Indonesia. Survei dilakukan untuk menguji hipotesis yang dinyatakan, dan data dikumpulkan melalui online survei kuesioner. Dalam penelitian ini digunakan skala Likert, dengan respon terhadap masing-masing indikator konstruk mulai dari sangat tidak setuju untuk sangat setuju pada skala 1 hingga 5. Kami menganalisis data dan menguji hipotesis menggunakan PLS teknik dengan perangkat lunak SmartPLS v3.3.3. Berdasarkan sejumlah konstruk yang diteliti, menunjukkan bahwa free mentality berpengaruh negatif yang signifikan terhadap sikap responden untuk berlangganan Netflix di Indonesia.
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