PERILAKU BRAND SWITCHING KONSUMEN YANG BERLANGGANAN DISNEY PLUS HOTSTAR DI KOTA PADANG

Geza Scortionda, Dessy Kurnia Sari, Eri Besra

Abstract


Abstrak

Konsumen yang berlangganan TV kabel MNC Vision (Indovision) ini jumlahnya mengalami penurunan secara terus menerus selama 5 tahun terakhir ini. Hal ini disebabkan oleh biaya berlangganan aplikasi Disney Plus Hotstar yang lebih terjangkau, akses menonton film yang mudah, dan aplikasi Disney Plus Hotstar ini memiliki kualitas tontonan film yang HQ dan HD. Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas produk, harga, promosi, dan variety seeking terhadap perilaku Brand Switching melalui kepuasan konsumen sebagai variabel mediasi MNC Vision ke Disney Plus Hotstar. Jumlah sampel dalam penelitian ini adalah 175 orang. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa kualitas produk dan harga tidak berpengaruh positif dan tidak signifikan terhadap kepuasan konsumen serta juga tidak berpengaruh positif dan tidak signifikan terhadap Brand Switching MNC Vision ke Disney Plus Hotstar. Sedangkan untuk promosi, variety seeking, dan kepuasan konsumen baik pada pengaruh secara langsung maupun tidak langsung semuanya berpengaruh positif dan signifikan terhadap Brand Switching MNC Vision ke Disney Plus Hotstar. Kesimpulannya adalah mayoritas konsumen berpindah berlangganan ke Disney Plus Hotstar dikarenakan 18 saluran TV berbayar yang dikelola oleh Disney dan Fox ini secara resmi telah dihapus di seluruh TV kabel berlangganan di Hongkong dan Asia Tenggara sejak 1 Oktober 2021. Selain itu, konsumen suka bernostalgia dengan film dan serial TV terkenal produksi Disney sewaktu mereka masih kecil dan konsumen yang telah berpindah berlangganan ke aplikasi Disney Plus Hotstar ini tidak setuju dengan pernyataan bahwa biaya berlangganan menonton film di aplikasi Disney Plus Hotstar ini dibilang “murahâ€.    

Kata Kunci: Brand Switching, Kualitas Produk, Harga, Kepuasan Konsumen  

Abstract

The number of Consumers who subscribe MNC Vision (Indovision) has decreased continuously over the last 5 years.  This is due to more affordable subscription fee for Disney Plus Hotstar, easy access to watching a lot of movies, and Disney Plus Hotstar has HD and HQ Quality for the application. This study aims to determine the effect of product quality, price, promotion, and variety seeking on Brand Switching behavior through Customer Satisfaction as a mediating variable for MNC Vision to Disney Plus Hotstar. The number of samples on this study are 175 respondents who had switched subscriptions from MNC Vision to Disney Plus Hotstar.  The data analysis method used the Structural Equation Model (SEM) which is processed using Smart PLS. Product quality and price have no positive and insignificant effect on Customer Satisfaction and also have no positive and insignificant effect on Brand Switching Pay TV Cable MNC Vision to Disney Plus Hotstar. As for promotion, variety seeking, and customer satisfaction both of directly and indirectly, all have an positive and significant effects on Brand Switching Pay TV Cable MNC Vision to Disney Plus Hotstar application. The conclusion for this research are most of consumers do brand switching to Disney Plus Hotstar because 18 TV Channels on Pay TV that managed by Disney and Fox had been officially removed from all subscription Pay TV in Hong Kong and Southeast Asia   since October 1st, 2021. In additional, consumers love to feeling nostalgic about famous TV Series and Movies produced by Disney when they were as little kid and consumers doesn’t like with the statement that Disney Plus Hotstar subscription fee got called “cheapâ€.     

Keywords:  Brand Switching, Product Quality, Price, Customer Satisfaction


References


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DOI: http://dx.doi.org/10.35906/equili.v12i1.1358

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