Prayogo, Muhammad Agung, - (2021) Faktor-Faktor Yang Mempengaruhi Niat Konsumen Muslim Untuk Berlangganan Platform Vod Melalui Tayangan Islami. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

The digitalization era makes people easy to do anything, wherever, whenever including to find entertainment via ”Video on Demand” platforms. In an effort to increase the number of subscribed users in the legal market, vod service providers can optimize the previously untouched market opportunities of providing Muslim special content with Islamic content. The study is important to provide an in-depth picture of factors affecting Muslim consumers' intent to subscribe to the vod platform to enjoy the available Islamic content. The research questionnaires were spread out online in which there were measuring items to identify religiosity (RO), perceived content quality (PCQ), perceived usefulness (PU), perceived cost (PC), and intention to pay (ITP). As many as 221 people have gathered their responses and are all in accordance with the stated criteria. The data collected is analyzed using SEM-PLS. This research finds that religiosity (RO), perceived usefulness (PU), and perceived cost (PC) have a significant positive effect on intention to pay/subscribe (ITP). Meanwhile, perceptions of quality content (PCQ) have an insignificant effect.

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