Anteseden dan konsekuensi dari attitude terhadap platform over-the-top (ott) video
Info Katalog
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Luki Adiati Pratomo
Kata Kunci : Perceived usefulness, Perceived ease of use, perceived value, perceived enjoyment, attitude towards
Saat ini file hanya dapat diakses dari perpustakaan.
Status : Lengkap
P Penelitian ini menganalisis pengaruh perceived usefulness, perceived ease of use, perceived value, dan perceived enjoyment terhadap attitude towards OTT Platform, serta pengaruh perceived enjoyment, attitude, dan perceived behavioral control terhadap continuance intention, dan pengaruhnya terhadap continuance behavior pada penggunaan platform OTT Video. Desain penarikan sampel yang digunakan adalah non-probability sampling dengan teknik purposive sampling. Data dianalisis menggunakan metode Structural Equation Modelling (SEM) dari 261 responden. Hasil penelitian menunjukkan bahwa attitude memiliki pengaruh paling signifikan terhadap niat untuk terus menggunakan platform OTT dibandingkan dengan perceived behavioral control. Oleh karena itu, penting untuk memperhatikan faktor-faktor yang membentuk sikap tersebut. Dari empat faktor yang diteliti, perceived value dan perceived enjoyment memiliki pengaruh paling besar terhadap attitude, sementara perceived ease of use memiliki pengaruh kurang signifikan, dan perceived usefulness tidak berpengaruh terhadap sikap dalam penggunaan platform OTT. Untuk meningkatkan attitude, manajer dapat membuat fitur tambahan seperti tutorial interaktif dan asisten virtual AI, fitur watch parties, serta menyediakan berbagai paket berlangganan sesuai kebutuhan pelanggan. Untuk meningkatkan continuance intention dan behavior, manajer dapat memproduksi atau mengakuisisi konten orisinal dan eksklusif secara berkala untuk menarik dan mempertahankan pengguna.
T This study analyzes the influence of perceived usefulness, perceived ease of use, perceived value, and perceived enjoyment on attitude towards the OTT Platform, as well as the influence of perceived enjoyment, attitude, and perceived behavioral control on continuance int and its effect on continuance behavior on the use of OTT Video platform. The sampling design used in this study is non-probability sampling with a purposive sampling technique. Data from 261 respondents were analyzed using Structural Equation Modelling (SEM). The study results show that attitude significantly influences the intention to continue using the OTT platform compared to perceived behavioral control. Therefore, it is important to pay attention to the factors that shape this attitude. Among the four factors studied, perceived value and perceived enjoyment have the greatest impact on attitude, while perceived ease of use has a less significant impact, and perceived usefulness does not affect the attitude towards the use of the OTT platform. To improve attitude, managers can add features such as interactive tutorials and AI virtual assistants, watch party features, and offer various subscription packages tailored to customer needs. To enhance continuance intention and behavior, managers can regularly produce or acquire original and exclusive content to attract and retain users
