Membangun Continuance Intention Pada Konsumen SVOD: Analisis Peran System Quality, Personalization dan Content Quality
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Abstract
Pertumbuhan pengguna layanan streaming berlangganan – Subscription Video on Demand – (SVoD) di Indonesia menunjukkan peningkatan tren selama beberapa tahun terakhir. Peningkatan salah satunya dipicu oleh perubahan perilaku masyarakat pasca pandemi dan tuntutan untuk menonton hiburan digital. Disney+ Hotstar merupakan salah satu platform SVoD yang banyak digunakan oleh masyarakat Indonesia, namun, belakangan ini mendapat penurunan pengguna yang signifikan. Penelitian ini akan memberikan gambaran dengan analisis faktor-faktor yang mempengaruhi continuance intention user terhadap aplikasi Disney+ Hotstar, khususnya bagaimana kualitas sistem, personalisasi, dan kualitas konten mempengaruhi kepuasan pelanggan customer satisfaction dan continuance intention. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik SEM model rasional melalui perangkat lunak AMOS. Jumlah responden dalam penelitian ini adalah 320 orang pengguna Disney+ Hotstar, berusia 18–44 tahun, yang terdiri dari warga yang berdomisili di Jakarta, dan sudah berlangganan SVoD minimal tiga bulan
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