The Impact of System Quality, Perceived Value, and Brand Personality, on Behavior to Subscribe in the Online Streaming Service

Abstract

Technology has become one of the most influential industries in the national and global economy. Along with the growth rate of smartphone and internet users due to the Covid-19 pandemic, it has opened up opportunities for the development of the technology industry, however, the pandemic has impacted almost all sectors, especially the film industry. films that have started to enter the online streaming service sector and have resulted in a higher level of competition in the online streaming industry sector. Therefore, to increase competitive advantage and business continuity, OTT services need to increase the level of commitment and loyalty of consumers to subscribe. This study aims to empirically test 1) system quality, 2) perceived value, and 3) brand personality as a predictor of behavior to subscribe. Sampling was done by non-probability sampling method with convenience sampling technique to 163 online streaming service subscribers. The research hypotheses were tested using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results showed that system quality could not be used as predictors of behavior to subscribe, perceived value and brand personality could be used as predictors of behavior to subscribe.