Analysis of Factors That Influence Intention to Subscribe On Demand Video Applications in Jabodetabek

Abstract

This study aims to determine the effect of brand image, E-WOM, perceived ease of use, perceived usefulness, perceived value, perceived price, and perceived quality on intention to subscribe of video on demand applications in Jabodetabek. The sampling method used was purposive sampling with criteria including domicile in the Jabodetabek area and general consumers who want to use the Disney+ Hotstar streaming application. The number of samples in this study was 284 respondents. The analysis method uses SEM (Structural Equation Modeling) using AMOS software. The research results show that brand image, perceived ease of use, perceived usefulness, and perceived value have a positive and significant relationship with intention to subscribe. However, E-WOM does not have a significant relationship with intention to subscribe to video on demand applications in Jabodetabek.