Exploring the Predictors of Consumers' Purchase Intention of Terrestrial Digital Decoder

Abstract

Indonesia is one of the countries that currently struggle to switch terrestrial television from analog to digital. The Indonesian government has distributed terrestrial digital decoders in several trial areas so that the recipients can experience the terrestrial digital broadcasts on their old analog television. The distribution of the decoder is expected to encourage recipients to convert to digital completely. Once the decoder cannot be used anymore, the recipients can choose either to purchase integrated digital television (DTV) or a new decoder to keep experiencing the terrestrial digital broadcasts. This study focuses on the consumers' intention to buy a new decoder based on respondents' demographics, television media consumption, pay television subscription, the availability of public, private, and cross-border television signals, and the perception against digital terrestrial-related factors. Primary data was collected through a survey in several free decoder distribution locations, while the samples consist of the decoders' recipients. This study uses binary logistic regression as the analysis method. The results indicate that the intention to buy a decoder is influenced by geographical location, the subscription to both cable-based and satellite-based television, TV-viewing duration, the satisfaction with the quality of digital terrestrial television, and the satisfaction with the decoder they have received.