Abstract:
One of the impacts of the development of the internet is the emergence of many
digital platform service providers, including Disney Plus Hotstar. Disney Plus Hotstar
is one of the many platforms providing subscription-based video streaming services. The purpose of this study is to find out and analyze what factors influence consumer
decisions to subscribe to video on demand services at Disney Plus Hotstar and
whether the customer's desire to subscribe to Disney Plus Hotstar is influenced by
various factors from variables namely Free Alternatives, Perceived Price, Perceived
Usefulness, Content Richness, Perceived Ease of Use, and Interactivity to be used in
this study. This research will be conducted using a quantitative method with a
questionnaire that will be distributed to users of the Disney Plus Hotstar video on
demand service application who have subscribed. Data collection in this study was
obtained through questionnaires that had been distributed. The data collection
technique used is random sampling. A sample of 301 respondents was obtained from
respondents who knew the Disney Plus Hotstar video streaming service and had tried
to subscribe to Disney Plus Hotstar. Multiple linear regression is the data analysis
used in this study. From the results of this study obtained from SPSS data processing, it was found that the all the independent variables have significant effect on the
dependent variable, it was shown by the he variable free alternatives, Perceived ease
of use, Perceived price, and Perceived usefulness contributes 54.7% to the formation
of variations in the value of willingness to subscribe (Y), while the remaining 45.3%
is explained by factors outside the model. Keywords: willingness to subscribe, Free Alternatives,
