ANALYSIS OF FACTORS THAT INFLUENCE CUSTOMERS TO SUBSCRIBE THE CASE ON DISNEY PLUS HOTSTAR VIDEO-ON-DEMAND SERVICE

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,