FAKTOR-FAKTOR YANG MEMPENGARUHI PEMBAJAKAN BERLANGGANAN FILM STREAMING BERBAYAR

Rizni Aulia Qadri; Erwin Erwin; Listia Nurjanah

doi:10.35906/jep.v10i2.2202

FAKTOR-FAKTOR YANG MEMPENGARUHI PEMBAJAKAN BERLANGGANAN FILM STREAMING BERBAYAR

Rizni Aulia Qadri, Erwin Erwin, Listia Nurjanah

Abstract

ABSTRAK

Salah satu hal yang banyak diminati oleh masyarakat pada masa kini merupakan konten hiburan berbentuk video atau film yang mengakibatkan industri dalam media dan hiburan berkembang pesat. Tujuan dilakukan studi ini adalah untuk menganalisa faktor yang mempengaruhi konsumen untuk memilih pembajakan terhadap subskripsi layanan film streaming berbayar. Populasi dan sampel yang dipilih untuk penelitian ialah masyarakat Kota Batam yang pernah melakukan pembelian ulang subskripsi film streaming berbayar sejumlah 277 responden. Penelitian ini menggunakan pendekatan kuantitatif berbentuk survei yang disebar secara online. Metode ini dipilih karena menghasilkan data angka agar informasi yang diterima dapat dihitung dampak atau efeknya pembajakan terhadap keinginan pelanggan untuk memperpanjang langganan layanan film streaming berbayar. Penelitian ini menggunakan sistem Smart PLS 3 untuk pengolahan data. Hasil studi ini mendapatkan bahwa kualitas dan promosi berpengaruh signifikan positif terhadap niat membeli kembali. Sedangkan persepsi harga, citra merek, dan inovasi tidak berpengaruh signifikan terhadap niat membeli kembali. Namun, kepuasan berpengaruh positif dan signifikan terhadap niat membeli kembali.

Kata kunci: Niat Membeli Kembali; Pembajakan; Film Streaming Berbayar.

ABSTRACT

One of the things that is in great demand by people today is entertainment content in the form of videos or movies, which has resulted in the media and entertainment industry growing rapidly. The purpose of this study is to analyze the factors influencing consumers to choose piracy over subscribing to paid film streaming services. The population and sample chosen for the research consist of 277 respondents from Batam City who have previously renewed their subscriptions to paid film streaming services. This research utilizes a quantitative survey approach distributed through online. This method was chosen because it produces numerical data which allows to calculate the impact or effects of piracy on the customers desure to exend their paid film streaming service subscriptions. This study uses the Smart PLS3 system for the data processing. The results of this study shows that quality and promotion have a significantly positive impact on repurchase intention. Meanwhile, price pereception, brand image, and innovation do not have a significant impact on repurchase intention. However, satisfaction has a positive and significant effect towards repurchase intention.

Keywords: Repurchase Intention; Piracy; Paid Streaming Movies.

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