FAKTOR-FAKTOR YANG MEMPENGARUHI PEMBAJAKAN BERLANGGANAN FILM STREAMING BERBAYAR

Abstract

One of the things that is in great demand by people today is entertainment content in the form of videos or movies, which has resulted in the media and entertainment industry growing rapidly. The purpose of this study is to analyze the factors influencing consumers to choose piracy over subscribing to paid film streaming services. The population and sample chosen for the research consist of 277 respondents from Batam City who have previously renewed their subscriptions to paid film streaming services. This research utilizes a quantitative survey approach distributed through online. This method was chosen because it produces numerical data which allows to calculate the impact or effects of piracy on the customers desure to exend their paid film streaming service subscriptions. This study uses the Smart PLS3 system for the data processing. The results of this study shows that quality and promotion have a significantly positive impact on repurchase intention. Meanwhile, price pereception, brand image, and innovation do not have a significant impact on repurchase intention. However, satisfaction has a positive and significant effect towards repurchase intention.