FACTOR THAT INFLUENCE INTENTION TO USE PODCAST AMONG INDONESIANS

Abstract

The trends of Podcast era have start to emerged in Indonesia, people from diverse background and industry competitively start their own podcast through various platforms. Podcast has reached the top list in most online content activities used by Indonesians only within a few years. The problem lies within the total podcast users in Indonesia that still considered as constant and low when compared to the neighbouring countries. Unfortunately, the extant literature that discussed a specific podcast topic is still limited and never have been done in Indonesia before. Therefore, the researcher aims to identify and understand the factor that influence intention to use podcast in Indonesia. This study is a quantitative literature that uses partial least squares structural equation modelling (PLS-SEM) on SmartPLS to analyze the data with a total of 681 respondents in Indonesia by using a purposive sampling with non-probability sampling technique. In this present study, the findings showed all of the hypotheses are supported by the data, resulting a construct model that can be used as a reference for Podcaster and other elements in the Podcast industry. Perceived Usefulness are considered as one of the main drivers with the highest indirect effect towards intention to use Podcast. Recommendation and suggestions are also made for podcast content creator to focus on creating a content that are useful, user-related, up to date, and interesting for the target audience in Indonesia.