Legal and Paid Online Movie Streaming Services: Resubscribe Intention in Indonesia Trisha Gilang Saraswati, Farah Oktafani, Marheni Eka Saputri
Telkom University, Bandung, Indonesia
Abstract
The switching business method from offline to online has open wider business opportunities, such as online movie streaming services. Amidst the many illegal services offers for the same product for free and other legal providers, the legal and paid online movie streaming service provider keep struggling both to maintain and add the subscriber. Therefore, this study aims to analyze the factors that will influence the resubscribe intention of online movie streaming in Indonesia. This study is included in a descriptive study with an associative method using Path Analysis involving each of the 100 subscribers of legal and paid online movie streaming services who had subscribe the services in the last one year as respondents. The result of this study stated that functional value, social value, emotional, epistemic value and conditional value has influence on resubscribe intention, both directly or when tested using resubscribe satisfaction as an intermediate variable which shows greater effect. For that reason, online movie streaming services provider can pay attention and trying to understand the reason why legal and paid online movie streaming subscriber are still willing to spend money to resubscribe.
Keywords: Resubscribe Intention, Resubscribe Satisfaction, Online Movie Streaming Services
