| Bibliografi |
|
| Pengarang |
| Farah Husna Nabilah,
Fariz Habibie Permana,
Najwa Lathifah Ulima; |
| Barcode |
|
| Cat. Karya |
|
| No. Induk |
|
| Pembimbing |
| Achmad Nizar Hidayanto |
| Kata Kunci |
| Advertising Video-on-Demand, push-pull-mooring, switching intention, YouTube versi gratis, YouTube Premium |
| Pembimbing 3 |
|
| Pembimbing 2 |
|
| Tahun buku |
| 2023 |
| Barcode RFID baru |
| 11826069 |
| Tahun Angkatan |
| 2019 |
| Progam Studi |
| Sistem Informasi |
| Lokasi |
| FASILKOM-UI; |
| Tanggal Datang |
| 18/07/2023 |
| Abstrak Indonesia |
| ABSTRAK
Nama : Farah Husna Nabilah, Fariz Habibie Permana, Najwa
Lathifah Ulima
Program Studi : Sistem Informasi
Judul : ANALISIS FAKTOR PUSH, PULL, DAN MOORING
YANG MEMENGARUHI NIAT BERPINDAH KE
LAYANAN PREMIUM PADA PLATFORM
ADVERTISING VIDEO-ON-DEMAND (AVOD):
STUDI KASUS YOUTUBE
Pembimbing : Prof. Dr. Achmad Nizar Hidayanto, S.Kom., M.Kom.
dan Fathia Prinastiti Sunarso, M.Sc.
Dampak pandemi COVID-19 telah mengubah perilaku masyarakat Indonesia dalam
mendapatkan hiburan, salah satunya dengan memanfaatkan platform digital, seperti layanan
Video-on-Demand (VOD). Salah satu bentuk layanan VOD adalah Advertising Video-on-
Demand (AVoD) di mana pengguna dapat menikmati konten secara gratis dengan menonton
iklan yang ditampilkan. YouTube, sebagai salah satu aplikasi AVoD yang terkenal di
Indonesia, menjadi fokus penelitian ini. Tujuan dari penelitian ini adalah untuk
mengidentifikasi faktor-faktor push, pull, dan mooring yang memengaruhi switching
intention pengguna YouTube versi gratis di Indonesia ke layanan berbayar YouTube, yaitu
YouTube Premium. Penelitian ini dilakukan karena rendahnya angka pengguna YouTube
versi gratis yang berpindah ke YouTube Premium. Penelitian ini memanfaatkan teori push-
pull-mooring (PPM) yang kerap digunakan untuk meneliti niat beralih pengguna. Responden
valid penelitian ini berjumlah 476 orang yang telah berlangganan akun YouTube Premium
setidaknya sekali dalam satu tahun terakhir. Penelitian ini dianalisis secara kuantitatif (CB-
SEM) dan kualitatif (wawancara). Hasil penelitian ini menunjukkan bahwa perceived time
efficiency, social influence, switching cost, dan habit memiliki pengaruh terhadap switching
intention. Sementara itu, dissatisfaction, intrusiveness of advertising, perceived functional
benefits, perceived emotional benefits, dan free mentality tidak berpengaruh pada switching
intention. Untuk faktor moderasi, tiga dari empat faktor mooring terbukti memoderasi
beberapa faktor push dan pull terhadap switching intention. Berdasarkan hasil tersebut,
penelitian ini diharapkan dapat memberikan kontribusi untuk perkembangan industri AVoD,
khususnya perusahaan YouTube, dalam meningkatkan jumlah pengguna premium pada
layanan mereka. Selain itu, penelitian ini diharapkan dapat memberikan kontribusi terhadap
celah penelitian pada konteks layanan freemium ke premium dengan memanfaatkan teori
PPM.
Kata Kunci:
Advertising Video-on-Demand, push-pull-mooring, switching intention, YouTube versi
gratis, YouTube Premium |
| Daftar Isi |
|
| Cat. Umum |
|
| Judul |
| Analisis faktor push, pull, dan mooring yang mengaruhi niat berpindahan ke layanan premium pada platform advertising video-on-demand (AVOD): studi kasus youtube |
| Asal |
|
| Korporasi |
|
| NPM |
| 1906298891, 19063055833, 1906398925 |
| Abstrak English |
| ABSTRACT
Name : Farah Husna Nabilah, Fariz Habibie Permana, Najwa
Lathifah Ulima
Study Program : Information Systems
Title : ANALYSIS OF PUSH, PULL, AND MOORING
FACTORS AFFECTING THE SWITCHING
INTENTION TO THE PREMIUM SERVICE ON
ADVERTISING VIDEO-ON-DEMAND (AVOD)
PLATFORMS: YOUTUBE CASE STUDY
Counsellor : Prof. Dr. Achmad Nizar Hidayanto, S.Kom., M.Kom.
and Fathia Prinastiti Sunarso, M.Sc.
The COVID-19 pandemic has affected Indonesians in ways of finding entertainment, and
one is to utilize digital platforms, such as Video-on-Demand (VOD). Advertising Video-on-
Demand (AVoD) is one type of VOD service where the contents are free to watch, but the
users need to watch certain advertisements. This research focuses on YouTube as one of the
most popular AVoD in Indonesia. The research aims to identify push, pull, and mooring
factors affecting Indonesian YouTube free users’ switching intention to a paid version of
YouTube, namely YouTube Premium. This particular problem needs to be studied since the
number of YouTube free user that have subscribed to YouTube Premium is exceedingly low.
This research utilizes push-pull-mooring (PPM) theory, which researchers have often used
to assess users' switching intentions in the past. The research has 476 valid respondents who
have subscribed to YouTube Premium at least once in the past year. This study was analyzed
quantitatively and qualitatively using CB-SEM and interview methods. This study shows that
perceived time efficiency, social influence, switching cost, and habit affect users’ switching
intention. Meanwhile, dissatisfaction, intrusiveness of advertising, perceived functional
benefits, perceived emotional benefits, and free mentality do not affect users' switching
intention. As for the moderating factors, three of the four mooring factors were found to
affect a few of the push and pull factors' relation with switching intention. With those
findings, it is hoped that this research can contribute to developing the AVoD industry,
especially YouTube, in increasing its premium users. It is also hoped that this research can
contribute to the freemium to premium service research gap incorporating PPM theory.
Keywords:
Advertising Video-on-Demand, push-pull-mooring, switching intention, YouTube free,
YouTube Premium |
| Pengarang 2 |
|
| Subjek |
|
| Penguji 2 |
| Widia Resti Fitriani |
| Penguji 3 |
|
| Pembimbing 1 |
| Fathia Prinastiti Sunarso |
| Fisik |
| xxi, 330 hlm, ill, 30 cm |
| Bahasa |
| Ind |
| Lulus Semester |
| Ganjil 2023 |
| Penerbitan |
| Depok: Fakultas Ilmu Komputer UI, 2023 |
| No. Panggil |
| SK-2086 (Softcopy SK-1568) |
| Penguji 1 |
| Hana Fitriani |
| Lulus semester SI |
| Ganjil 2023 |