PENGARUH BRAND REPUTATION DAN PERCEIVED PRICE TERHADAP INTENTION TO SUBSCRIBE LAYANAN VIDEO STREAMING MAXSTREAM TELKOMSEL
Abstract
Perkembangan layanan SVoD (Subscription Video on Demand) di Indonesia cukup menjanjikan, terbukti dengan munculnya banyak pemain, baik pemain global maupun lokal. Salah satu yang menarik adalah Layanan SVoD MAXstream dari Telkomsel yang hanya dapat meraup 4,6% saja dari total jumlah pelanggan Telkomsel. Penelitian mengenai SVoD di Indonesia banyak terfokus pada pencarian faktor-faktor yang berpengaruh pada intention to subscribe. Penelitian ini mencoba menguji apakah brand reputation dan perceived price berpengaruh pada intention to subscribe. Penelitian ini menggunakan hasil survey kuesioner dan diolah dengan menggunakan metode regresi linier berganda. Berdasarkan hasil pengolahan data yang melibatkan 135 responden pengguna MAXstream di Indonesia, penelitian ini berhasil membuktikan bahwa brand reputation dan perceived price secara signifikan mempengaruhi intention to subscribe pengguna layanan MAXstream. Penelitian ini juga berhasil memperlihatkan bahwa perceived price lebih dominan dalam mempengaruhi intention to subscribe dibandingkan dengan brand reputation.
References
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Aptaguna, A., & Pitaloka, E. (2016). Pengaruh Kualitas Layanan Dan Harga Terhadap Minat Beli Jasa Go-Jek. WIDYAKALA: JOURNAL OF PEMBANGUNAN JAYA UNIVERSITY, 3(0), 49–56. https://doi.org/10.36262/widyakala.v3i0.24
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Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International journal of hospitality management, 76, 271-285. https://doi.org/10.1016/j.ijhm.2018.05.016.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis (6th ed.). New Jersey: Pearson Education, Inc.
Hasan, V., A. (2017). Analisis Faktor-Faktor yang Mempengaruhi Willingness To Subscribe: Telaah pada Layanan Video on Demand Netflix. Ultima Manajemen: Jurnal Ilmu Manajemen, 9(1), 22-38. https://doi.org/10.31937/manajemen.v9i1.595.
Kim, N., Chun, E., & Ko, E. (2017). Country of origin effects on brand image, brand evaluation, and purchase intention. A closer look at Seoul, New York, and Paris fashion collection. International Marketing Review. 34(2): 254-271.
Kotler, P. & Keller, L. (2018). Marketing Management, 15th Edition, Pearson Education Limited, England.
Kremer, F. & Viot, C. (2012). How Store Brands Build Retailer Brand Image. International Journal of Retail & Distribution Management, 40 (7), 528-543.
Li, Y., Wang, X., & Yang, Z. (2011). The Effects of Corporate-Brand Credibility, Perceived Corporate-Brand Origin, and Self-Image Congruence on Purchase Intention: Evidence from China’s Auto Industry. Journal of Global Marketing, 24: 58–68.
Loureiro, S. M. C., Sarmento, E. M., & Le Bellego, G. (2017). The effect of corporate brand reputation on brand attachment and brand loyalty: Automobile sector. Cogent Business & Management, 4(1). doi:https://doi.org/10.1080/23311975.2017.1360031.
Nguyen, N. H., Nguyen, N. P., Tung, V. T., & Le, D. T. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management Science Letters, 10: 1205–1212.
Nilasari, I., Handayani, R., & Roespinoedji, D. (2021). Do brand geographic location and price value stimulate intentions to premium services? Evidence from Spotify Indonesia. Review of International Geographical Education Online 11 (1), 746-752.
Qalati, S.A., Li, W., Kwabena, G. Y., Erusalkina, D., & Pervaiz, S. (2019). Influence of Brand Equity on Brand Performance: Role of Brand Reputation and Social-Media. International Journal of Research & Review (www.ijrrjournal.com), 6 (9), 304-317.
Schiffman, L. & Kanuk, L.L. (2010). Consumer Behavior, Global Tenth Edition. USA: Pearson Education, Inc.
Setyono, D., Widyanata, O. Y., Siaputra, H., & Jokom, R. (2017). Analisa Pengaruh Experiential terhadap Minat Beli Ulang Konsumen Konig Coffee & Bar. Jurnal Hospitality dan Manajemen Jasa, 5(1), 177-191.
Sugiharto, H. T., Zein, S. R., Setiawan, E. B., & Lesmini, L. (2019). Increasing Purchase Intention through Delivery and Brand Reputation in E-commerce. Proceeding in Global Research on Sustainable Transport and Logistic Conference, 2019 by ITL Trisakti Jakarta. https://proceedings.itltrisakti.ac.id.
Sugiyono (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Tran, T. T. (2018). Factors affecting to the purchase and repurchase intention smart-phones of Vietnamese staff. International Journal of Advanced and Applied Sciences, 5(3), 107–119. https://doi.org/10.21833/ijaas.2018.03.015.
Tsabitah, N., & Anggraeni, R. (2021). The Effect of Brand Image, Brand Personality and Brand awareness on Purchase Intention of Local Fashion Brand “This Is April.” Journal of Business and Economics, 25(2), 234–250.
Urde, M. & Greyser, S. (2015). The Corporate Brand Identity and Reputation Matrix – The Case of The Nobel Prize. Journal of Brand Management, 23(1), 89 – 117.
Usman, O., Bus, M., & Aryani, Y. (2020). The Effect of Brand Image, Product Quality, and Price on Purchase Intention. https://ssrn.com/abstract=3642536.
Vijayanagar, K. (2020). AVOD, SVOD, TVOD, PVOD - Video On Demand Monetization Demystified. https://ottverse.com/SVOD-avod-tvod-pvod-monetization-models/, diakses 16 Maret 2023.
Walsh, G., & Beatty, S. E. (2007). Customer-based corporate reputation of a service firm: Scale development and validation. Journal of the Academy of Marketing Science, 35, 127–143.
Wei, Y., & Zhu, J. (2020). Factors Affecting Consumers’ Purchase Intention towards The Smartphone of The Chinese Brands. Unpublished Master Thesis in Business Administration, School of Business, Society and Engineering, Mälardalen University, Sweden.
www.statista.com/outlook/dmo/digital-media/video-on-demand/ indonesia, diakses 16 Maret 2023.
www.databoks.katadata.co.id/datapublish/2023/03/09/survei-disney-hotstar-jadi-aplikasi-streaming-berbayar-terlaris-di-indonesia, diakses 16 Maret 2023.
www.industri.kontan.co.id/news/pengguna-aktif-sentuh-84-juta-maxstream-telkomsel-andalkan-konten-original, diakses 16 Maret 2023.
Yusuf, N. A., & Indrawati (2019). Analisis Faktor yang Mempengaruhi Pembentukan Minat Berlangganan di Industri Video-on-Demand di Indonesia. Almana: Jurnal Manajemen dan Bisnis, 3(1), 161-173.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2023-10-03
How to Cite
Nilasari, I., Nursjanti, F., & Amaliawiati, L. (2023). PENGARUH BRAND REPUTATION DAN PERCEIVED PRICE TERHADAP INTENTION TO SUBSCRIBE LAYANAN VIDEO STREAMING MAXSTREAM TELKOMSEL. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(3), 576-588. https://doi.org/10.31955/mea.v7i3.3410
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Articles
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