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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 Number | Location | Available |
|---|---|---|
| 12583 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Ilmu Ekonomi Fakultas Ekonomi dan Bisnis Universitas Indonesia 2021 |
|---|---|
| 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 |