ANALYSIS HOW PERCEIVED PRICE, PERCEIVED QUALITY AND BRAND AWARENESS AFFECTING CUSTOMER SATISFACTION TOWARDS REPURCHASE INTENTION OF OTT AND VOD IN BEKASI: THE CASE OF DISNEY+

Abstract

This study aims to find out Factors Affecting towards Repurchase Intentions on Video on Demand services in Indonesia, in this case researcher took Disney+ as a main study. OTT services have become increasingly popular among Indonesia people in the past several years. The rise of new OTT media, that provides services to viewers directly via the internet, has already been driven by an increase in the number of internet connections, better networks, technological innovations, and the availability of smart gadgets. Disney+ faces competition from other streaming Subscription Video-On-Demand (SVOD) platform businesses such as Netflix, VIU, Iflix, and others, all of whom are vying for dominance in the Indonesian entertainment media sector. This study can be knowledge to see what steps Disney+ can take to maintain their dominance in Indonesia by looking at the level of perceived price, perceived quality and brand awareness with customer satisfaction as a mediating variable on repurchase intention. The data collected in this research used purposive sampling with 157 respondent were examined using a quantitative method with structural equation modelling analysis using partial least squares (PLS-SEM) technique. The result shows that perceived price significantly influences repurchase intention and customer satisfaction as mediating variable. This research discusses both theoretical and managerial consequences.