Image of Analisis Struktur Pasar, Loyalitas, dan Minat Multihoming Konsumen dalam Pasar SVOD Indonesia

Text

Analisis Struktur Pasar, Loyalitas, dan Minat Multihoming Konsumen dalam Pasar SVOD Indonesia

The Subscription-based Video on Demand (SVOD) industry is currently one of the fastest growing emerging platform market, including in Indonesia. The dynamic competition between platforms that relies on exclusivity strategy raises the question of the current market structure as well as the factors affecting consumer loyalty and subscribing behavior especially in the case of multihoming in the face of fragmented content. This research applies quantitative descriptive analysis to investigate SVOD market structure characteristics in Indonesia, while also analysing the loyalty and multihoming behavior of 211 respondents using extended UTAUT2 model with PLS-SEM approach. The result of the study suggests Bertrand oligopoly with differentiated product as the current SVOD market structure in Indonesia. Meanwhile, the factors affecting SVOD consumer loyalty includes content, price value, performance expectancy, habit, consumer satisfaction, as well as social influence. Exclusivity as part of product diferentiation strategy also affects continuance intention indirectly through content. In addition, based on the survey result, SVOD subscribers in Indonesia still tend to singlehome, but the intention to multihome is affected mainly by the performance expectancy of multiple subscription as well as social influence.Ada Tabel

Ketersediaan

Call NumberLocationAvailable
12583PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Ilmu Ekonomi Fakultas Ekonomi dan Bisnis Universitas Indonesia.,
Edisi -
Subjek Consumer loyalty
Market structure
Market Fragmentation
Subscription Video on Demand
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xiv, 109 p. ; diagr. ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
Lampiran Berkas Tidak Ada Data