Hasil Pencarian  ::  Simpan CSV :: Kembali

"Pertumbuhan streaming musik telah mengubah industri musik secara signifikan, dengan sebagian besar pendapatan berasal dari aktivitas streaming. Di Indonesia, konten musik online merupakan konten online yang paling banyak diakses masyarakat setelah konten video online. Model bisnis freemium menjadi populer di platform streaming music atau platform Audio on-Demand (AoD) seperti Spotify, YouTube Music, dan Joox, di mana pengguna dapat mengakses layanan dasar streaming musik secara gratis serta melakukan peningkatan ke versi premium untuk fitur tambahan. Namun, terjadi penurunan pengguna premium Spotify sebesar 4% persen dari Q1 2019 hingga Q1 2023 yang memunculkan pertanyaan menarik mengenai faktor-faktor yang memengaruhi keputusan pengguna untuk meningkatkan langganan ke premium pada AoD freemium. Untuk meneliti hal tersebut, peneliti menggunakan teori Consumer Value Theory (CVT), yaitu teori yang digunakan untuk memahami perilaku konsumen dan faktor-faktor yang memengaruhi pilihannya dalam berbagai kategori produk dan layanan. Data yang digunakan pada penelitian ini diperoleh secara kuantitatif melalui kuesioner yang diisi oleh 693 responden dan kualitatif melalui wawancara dengan 30 narasumber. Data kuantitatif diolah dengan Covariance-Based Structural Equation Modeling (CB-SEM), sedangkan data kualitatif diolah menggunakan metode content analysis. Hasil penelitian menunjukkan bahwa enjoyment, performance expectancy, social influence, attractiveness of alternatives, facilitating conditions, dan price value berpengaruh terhadap intention to upgrade to AoD premium. Selain itu, intrusiveness of alternatives juga berpengaruh terhadap enjoyment pengguna platform AoD. Hasil penelitian ini diharapkan dapat menjadi masukan bagi pengembang platform AoD agar dapat meningkatkan jumlah pengguna akun premium pada aplikasinya.

---

The growth of music streaming has significantly transformed the music industry, with the majority of revenue now coming from streaming activities. In Indonesia, online music content is the most accessed online content after online video content. The freemium business model has become popular on music streaming platforms or Audio on-Demand (AoD) platforms such as Spotify, YouTube Music, and Joox, where users can access basic music streaming services for free and upgrade to premium versions for additional features. However, there has been a 4% decrease in Spotify premium users from Q1 2019 to Q1 2023, raising intriguing questions about the factors influencing users' decisions to upgrade to premium subscriptions on freemium AoD platforms. To investigate this, researchers used the Consumer Value Theory (CVT), which is employed to understand consumer behavior and the factors influencing their choices across various product and service categories. The data for this study were collected quantitatively through questionnaires filled out by 693 respondents and qualitatively through interviews with 30 participants. Quantitative data were analyzed using Covariance-Based Structural Equation Modeling (CB-SEM), while qualitative data were processed using content analysis. The results showed that enjoyment, performance expectancy, social influence, attractiveness of alternatives, facilitating conditions, and price value affect the intention to upgrade to AoD premium. Additionally, the intrusiveness of alternatives also affects users' enjoyment of AoD platforms. The findings of this study are expected to provide insights for AoD platform developers to increase the number of premium account users on their applications."

"Pertumbuhan streaming musik telah mengubah industri musik secara signifikan, dengan sebagian besar pendapatan berasal dari aktivitas streaming. Di Indonesia, konten musik online merupakan konten online yang paling banyak diakses masyarakat setelah konten video online. Model bisnis freemium menjadi populer di platform streaming music atau platform Audio on-Demand (AoD) seperti Spotify, YouTube Music, dan Joox, di mana pengguna dapat mengakses layanan dasar streaming musik secara gratis serta melakukan peningkatan ke versi premium untuk fitur tambahan. Namun, terjadi penurunan pengguna premium Spotify sebesar 4% persen dari Q1 2019 hingga Q1 2023 yang memunculkan pertanyaan menarik mengenai faktor-faktor yang memengaruhi keputusan pengguna untuk meningkatkan langganan ke premium pada AoD freemium. Untuk meneliti hal tersebut, peneliti menggunakan teori Consumer Value Theory (CVT), yaitu teori yang digunakan untuk memahami perilaku konsumen dan faktor-faktor yang memengaruhi pilihannya dalam berbagai kategori produk dan layanan. Data yang digunakan pada penelitian ini diperoleh secara kuantitatif melalui kuesioner yang diisi oleh 693 responden dan kualitatif melalui wawancara dengan 30 narasumber. Data kuantitatif diolah dengan Covariance-Based Structural Equation Modeling (CB-SEM), sedangkan data kualitatif diolah menggunakan metode content analysis. Hasil penelitian menunjukkan bahwa enjoyment, performance expectancy, social influence, attractiveness of alternatives, facilitating conditions, dan price value berpengaruh terhadap intention to upgrade to AoD premium. Selain itu, intrusiveness of alternatives juga berpengaruh terhadap enjoyment pengguna platform AoD. Hasil penelitian ini diharapkan dapat menjadi masukan bagi pengembang platform AoD agar dapat meningkatkan jumlah pengguna akun premium pada aplikasinya.

---

The growth of music streaming has significantly transformed the music industry. The freemium business model has become popular on music streaming platforms or Audio on-Demand (AoD) platforms like Spotify, YouTube Music, and Joox, allowing free access with the option to upgrade to premium. However, there was a 4% decline in Spotify premium users from Q1 2019 to Q1 2023, raising interesting questions. To explore this, researchers used the Consumer Value Theory (CVT) to understand consumer behavior and the factors that influence their choices. The data for this study were obtained quantitatively through questionnaires filled out by 693 respondents and qualitatively through interviews with 30 informants. The findings showed that enjoyment, performance expectancy, social influence, attractiveness of alternatives, facilitating conditions, and price value all influenced the intention to upgrade to AoD premium. Additionally, the intrusiveness of alternatives also affected users' enjoyment on AoD platforms. These results are expected to provide insights for freemium AoD platform developers to increase the number of premium users on their applications."

"Pertumbuhan streaming musik telah mengubah industri musik secara signifikan, dengan sebagian besar pendapatan berasal dari aktivitas streaming. Di Indonesia, konten musik online merupakan konten online yang paling banyak diakses masyarakat setelah konten video online. Model bisnis freemium menjadi populer di platform streaming music atau platform Audio on-Demand (AoD) seperti Spotify, YouTube Music, dan Joox, di mana pengguna dapat mengakses layanan dasar streaming musik secara gratis serta melakukan peningkatan ke versi premium untuk fitur tambahan. Namun, terjadi penurunan pengguna premium Spotify sebesar 4% persen dari Q1 2019 hingga Q1 2023 yang memunculkan pertanyaan menarik mengenai faktor-faktor yang memengaruhi keputusan pengguna untuk meningkatkan langganan ke premium pada AoD freemium. Untuk meneliti hal tersebut, peneliti menggunakan teori Consumer Value Theory (CVT), yaitu teori yang digunakan untuk memahami perilaku konsumen dan faktor-faktor yang memengaruhi pilihannya dalam berbagai kategori produk dan layanan. Data yang digunakan pada penelitian ini diperoleh secara kuantitatif melalui kuesioner yang diisi oleh 693 responden dan kualitatif melalui wawancara dengan 30 narasumber. Data kuantitatif diolah dengan Covariance-Based Structural Equation Modeling (CB-SEM), sedangkan data kualitatif diolah menggunakan metode content analysis. Hasil penelitian menunjukkan bahwa enjoyment, performance expectancy, social influence, attractiveness of alternatives, facilitating conditions, dan price value berpengaruh terhadap intention to upgrade to AoD premium. Selain itu, intrusiveness of alternatives juga berpengaruh terhadap enjoyment pengguna platform AoD. Hasil penelitian ini diharapkan dapat menjadi masukan bagi pengembang platform AoD agar dapat meningkatkan jumlah pengguna akun premium pada aplikasinya.

---

The growth of music streaming has significantly transformed the music industry. The freemium business model has become popular on music streaming platforms or Audio on-Demand (AoD) platforms like Spotify, YouTube Music, and Joox, allowing free access with the option to upgrade to premium. However, there was a 4% decline in Spotify premium users from Q1 2019 to Q1 2023, raising interesting questions. To explore this, researchers used the Consumer Value Theory (CVT) to understand consumer behavior and the factors that influence their choices. The data for this study were obtained quantitatively through questionnaires filled out by 693 respondents and qualitatively through interviews with 30 informants. The findings showed that enjoyment, performance expectancy, social influence, attractiveness of alternatives, facilitating conditions, and price value all influenced the intention to upgrade to AoD premium. Additionally, the intrusiveness of alternatives also affected users' enjoyment on AoD platforms. These results are expected to provide insights for freemium AoD platform developers to increase the number of premium users on their applications."

"Penelitian ini dilakukan untuk mengetahui pengaruh dari Perceived Value terhadap Continued Use Intention dan Purchase Intention pada layanan premium dan freemium dalam platform streaming musik Spotify. Dalam melakukan penelitian ini, sampel yang digunakan adalah para pengguna layanan Spotify Premium dan pengguna layanan Spotify Freemium (gratis) yang berusia 18-34 tahun, serta menggunakan Spotify masing-masing dalam kurun waktu 3 bulan terakhir. Pengambilan sampel dilakukan dengan penyebaran kuesioner yang berupa Google Forms dan disebarkan secara online melalui media sosial seperti, Instagram, Whatsapp, Line, dan Twitter. Penyebaran kuesioner berhasil mengumpulkan 321 responden, yang terdiri dari 170 pengguna layanan Spotify Premium dan 151 pengguna layanan Spotify Freemium (gratis). Data yang telah terkumpul diolah dengan metode Partial Least Square - Structural Equation Modeling (SEM) dan menggunakan software SmartPLS. Hasil penelitian menunjukan bahwa kenikmatan, nilai sosial, dan nilai ekonomi yang dirasakan oleh pengguna layanan Spotify Premium memiliki pengaruh positif terhadap niat mereka untuk melanjutkan penggunaan layanan premium. Sementara untuk pengguna layanan Spotify Freemium (gratis), faktor yang mendorong mereka untuk memiliki niat membeli layanan premium adalah nilai sosial.

---

This study aims to determine the effect of Perceived Value on Continued Use Intention and Purchase Intention on premium and freemium services on the Spotify music streaming platform. The sample used in this study are Spotify Premium service users and Spotify Freemium service users (free), aged 18-34 years, and have used Spotify respectively within the last 3 months. The questionnaire uses the Google Forms and is distributed online through social media such as Instagram, Whatsapp, Line, and Twitter. The distribution of the questionnaire managed to collect 321 respondents, consisting of 170 users of the Spotify Premium service and 151 users of the Spotify Freemium service (free). The data that has been collected is processed using the Partial Least Square - Structural Equation Modeling (SEM) method and using the SmartPLS software. The study results show that the enjoyment, social value, and economic value perceived by Spotify Premium users positively influence their intention to continue using premium services. Meanwhile, for Spotify Freemium users, the factor that drives them to have the intention to buy premium services is social value."

"Adanya pandemi COVID-19 memberikan dampak terhadap peningkatan penggunaan pada beberapa layanan digital, salah satunya adalah aplikasi SVoD. Salah satu pricing model yang mulai banyak digunakan oleh industri SVoD adalah freemium model, di mana pengguna dapat menonton dengan dua pilihan akun, yaitu melalui akun gratis atau akun premium. Penelitian ini bertujuan untuk mengidentifikasi faktor push, pull, dan mooring yang memengaruhi switching intention dari free-to-fee user pada aplikasi Subscription Video on Demand di Indonesia. Teori yang digunakan pada penelitian ini adalah teori Push-Pull-Mooring (PPM) sebagai teori yang banyak digunakan pada penelitian terkait switching intention. Penelitian ini memiliki 475 responden valid yang pernah berlangganan akun premium setidaknya sekali pada aplikasi SVoD. Analisis data dilakukan dengan menggunakan metode Covarianced-based Structural Equation Model dan menggunakan bantuan program AMOS 26. Hasil penelitian ini menunjukkan bahwa intrusiveness of advertising dan limited content tidak berpengaruh terhadap switching intention. Sementara itu, premium attractiveness of utilitarian benefits, premium attractiveness of hedonic benefits, price value, switching cost, peer influence, dan habit berpengaruh terhadap switching intention. Pada faktor moderasi, hanya hubungan premium attractiveness of utilitarian benefits dan price value dengan switching intention yang dimoderasi oleh variabel habit. Berdasarkan hal tersebut, penelitian ini diharapkan dapat memberikan kontribusi bagi perusahaan penyedia layanan SVoD untuk mengevaluasi layanan mereka sehingga semakin banyak pengguna yang beralih dari akun gratis ke akun premium.

---

The COVID-19 pandemic was increasing some of digital services usage, one of them is the SVoD application. One of the pricing models that the SVoD industry has started to use is the freemium model, where users can watch with two choices of accounts, a free account or a premium account. This study aims to identify the push, pull, and mooring factors that influence the switching intention from free-to-fee users in the Subscription Video on Demand application in Indonesia. The theory used in this study is the theory of Push-Pull-Mooring (PPM) as a theory that is widely used in research related to switching intention. This study has 475 valid respondents who have subscribed to a premium account at least once on the SVoD application. The data were analyzed using the Covarianced-based Structural Equation Model method and using the AMOS 26 program. This study indicates that the intrusiveness of advertising and limited content has no effect on user’s switching intention. Meanwhile, premium attractiveness of utilitarian benefits, premium attractiveness of hedonic benefits, price value, switching costs, peer influence, and habit have an effect on user’s switching intention. On the moderating factor, only the premium attractiveness of utilitarian benefits and price value with switching intention is moderated by the habit variable. Based on this result, this research is expected to contribute to SVoD service provider companies to evaluate their services so they can gain more users to switch from free accounts to premium accounts."

"Pesatnya perkembangan penggunaan layanan Subscription Video on Demand (SVoD) di Indonesia menjadikan layanan ini cukup menjanjikan. Perubahan perilaku konsumen dari menonton melalui televisi tradisional dan bioskop menjadi melalui online streaming mendorong pelaku industri mencari cara untuk terus bertahan. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang dapat memengaruhi niat keberlanjutan penggunaan SVoD pada studi kasus Netflix. Penelitian ini menggabungkan dua teori yaitu Expectation Confirmation Theory sebagai teori yang terbukti dapat menyelidiki niat berkelanjutan SI dan Information System Success sebagai teori yang dapat menilai kesuksesan SI. Selain itu, penelitian ini juga menambahkan aspek personalization yang merupakan salah satu karakteristik dari layanan SVoD. Penelitian ini terdiri dari 623 responden yang pernah menggunakan layanan SVoD Netflix setidaknya sekali. Data yang diperoleh pada penelitian dianalisis dengan menggunakan Covarianced-based Structural Equation Model dengan bantuan program AMOS 26. Hasil penelitian ini menunjukkan bahwa service quality berpengaruh positif terhadap confirmation, system quality berpengaruh positif terhadap perceived usefulness, confirmation berpengaruh positif terhadap satisfaction, serta satisfaction, perceived usefulness, dan personalization berpengaruh positif terhadap continuance intention penggunaan layanan SVoD. Berdasarkan hal tersebut, penelitian ini diharapkan dapat memberikan kontribusi bagi perusahaan penyedia layanan SVoD untuk mengevaluasi layanan mereka sehingga pengguna memiliki niat untuk terus menggunakan layanan tersebut.

---

The rapid development of Subscription Video on Demand (SVoD) services in Indonesia makes this service quite promising. The change in consumer behavior from watching through traditional television and cinema to online streaming has encouraged industry players to look for ways to survive. This study aims to analyze the factors influencing the intention to continue using SVoD in the Netflix case study. This study combines two theories, namely Expectation Confirmation Theory as a theory that is proven to investigate the continuance intention of IS and Information System Success as a theory that can assess the success of IS. In addition, this study also adds an aspect of personalization which is one of the characteristics of SVoD services. This study consisted of 623 respondents who had used Netflix's SVoD service at least once. The data obtained in the study were analyzed using the Covarianced-based Structural Equation Model with the help of the AMOS 26 program. The results of this study indicate that service quality has a positive effect on confirmation, system quality has a positive effect on perceived usefulness, confirmation has a positive effect on satisfaction, and satisfaction, perceived usefulness, and personalization have a positive effect on continuance intention to use SVoD services. Based on this, this research is expected to contribute to SVoD service provider companies to evaluate their services so that users have the intention to continue using these services."

"Live streaming commerce di seluruh dunia terus berkembang pesat selama beberapa tahun terakhir, tak terkecuali di Indonesia. Live streaming merupakan model bisnis yang berkembang dari social commerce, di mana penjual di pasar online dapat berinteraksi secara langsung dengan konsumennya. Penelitian ini bertujuan untuk meneliti bagaimana live streaming dapat mempengaruhi niat beli konsumen terhadap produk kosmetik di pasar online. Berdasarkan signaling theory dan uncertainty literature, penelitian ini berfokus pada dua sinyal yang disampaikan oleh broadcaster (penyiar) live streaming kepada konsumen yaitu physical characteristic similarity melalui vicarious product trials dan value similarity melalui instant interaction yang mampu mengurangi product uncertainty dan meningkatkan trust bagi konsumen yang merasa memiliki kemiripan karakteristik fisik dan nilai-nilai dengan broadcaster (penyiar). Sampel yang digunakan dalam penelitian ini adalah wanita yang merupakan pengguna aktif media sosial TikTok, berusia 18-34 tahun, berdomisili di Jabodetabek, dan pernah menonton sesi live streaming official account brand kosmetik di TikTok dalam kurun waktu 3 hari terakhir. Terdapat sebanyak 243 responden kuesioner yang berhasil dikumpulkan yang selanjutnya data diolah dengan metode Partial Least Square - Structural Equation Modeling (SEM) dan menggunakan software SmartPLS. Hasil penelitian ini menunjukkan bahwa Perceived Physical Characteristic Similarity memiliki pengaruh negatif terhadap Perceived Product Fit Uncertainty dan Perceived Value Similarity memiliki pengaruh positif terhadap Perceived Trust. Selanjutnya, Perceived Trust memiliki pengaruh negatif terhadap Perceived Product Fit Uncertainty dan Perceived Product Quality Uncertainty. Kemudian, ditemukan bahwa Perceived Product Fit Uncertainty dan Perceived Product Quality Uncertainty masing-masing memiliki pengaruh negatif terhadap Purchase Intention serta Perceived Trust memiliki pengaruh positif terhadap Purchase Intention.

---

Live streaming commerce around the world has continued to grow rapidly over the last few years, and Indonesia is no exception. Live streaming is a new business model that evolved from social commerce, where it enables online sellers face and interact directly with its consumers. allows vendors to directly face and interact with consumers in online market. This study aims to examine how live streaming can affect female’s purchase intention for cosmetic products in online market. On the basis of signaling theory and uncertainty literature, this study focuses on two signals that live streaming broadcasters convey to consumers, namely broadcasters’ physical characteristics conveyed through vicarious product trials and value similarity via instant interaction which can reduce product uncertainty and increase trust for consumers with similar physical traits and values. The sample used in this study are women who are active users of TikTok, aged between 18-34 years, domiciled in Jabodetabek area, and have watched live streaming sessions of cosmetic brand official accounts on TikTok within the last 3 days. A total of 243 questionnaire respondents were collected, which were then processed using the Partial Least Square - Structural Equation Modeling (SEM) method and using the SmartPLS software. The results of this study indicate that Perceived Physical Characteristic Similarity has a negative effect on Perceived Product Fit Uncertainty and Perceived Value Similarity has a positive influence on Perceived Trust. Furthermore, Perceived Trust has a negative influence on Perceived Product Fit Uncertainty and Perceived Product Quality Uncertainty. Then, it was found that Perceived Product Fit Uncertainty and Perceived Product Quality Uncertainty each had a negative effect on Purchase Intention and Perceived Trust had a positive influence on Purchase Intention."

"Perkembangan e-wallet sebagai salah satu jenis teknologi finansial terpopuler di Indonesia kian meningkat. Saat ini, e-wallet telah berinovasi dengan menciptakan layanan premium demi memenuhi kebutuhan pengguna akan aplikasi pembayaran digital yang memfasilitasi beragam transaksi keuangan. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi niat untuk melakukan peningkatan ke layanan premium e-wallet menggunakan value-based adoption model (VAM) dan theory of planned behavior (TPB) dengan efek moderasi perceived need. Penelitian ini menerapkan mixed-method approach dengan pendekatan kualitatif menggunakan metode wawancara untuk mengidentifikasi variabel-variabel benefits dan sacrifices pada model penelitian serta pendekatan kuantitatif menggunakan kuesioner online. Analisis data kualitatif dilakukan menggunakan thematic analysis, sedangkan analisis data kuantitatif dilakukan menggunakan metode covariance-based structural equation modeling (CB-SEM) dengan data survei yang terkumpul dari 690 pengguna e-wallet di Indonesia. Hasil penelitian menunjukkan bahwa value-added services, economic value, perceived privacy risk, dan fear of excessive spending berpengaruh terhadap perceived value. Namun, procedural cost tidak memengaruhi perceived value. Kemudian, perceived value ditemukan berpengaruh terhadap attitude dan intention to upgrade ke layanan premium e-wallet. Dari ketiga konstruk TPB, hanya subjective norm yang memengaruhi intention to upgrade. Selain itu, pengaruh perceived value terhadap intention to upgrade ditemukan lebih tinggi pada pengguna dengan perceived need rendah. Penelitian ini memperdalam pengetahuan dalam konteks e-wallet dan mobile payment dengan memperkenalkan layanan premium serta memberikan perspektif bagi penyedia e-wallet mengenai pengembangan aplikasi.

---

The development of e-wallets as one of the most popular financial technologies in Indonesia is increasing. E-wallet has innovated by creating premium services to meet user needs for digital payment applications that facilitate various financial transactions. This study aims to analyze the factors that influence the intention to upgrade to premium e-wallet services using value-based adoption model (VAM) and theory of planned behavior (TPB) with perceived need as a moderating effect. This study applies a mixed-method approach with a qualitative approach using interview to identify the variables of benefits and sacrifices in the research model and a quantitative approach using an online questionnaire. Qualitative data analysis was performed using thematic analysis, while quantitative data analysis was performed using the covariance-based structural equation modeling (CB-SEM) method with survey data collected from 690 e-wallet users in Indonesia. The results of this study indicate that value-added services, economic value, perceived privacy risk, and fear of excessive spending affect the perceived value. However, procedural cost does not affect the perceived value. Furthermore, perceived value was found to have an effect on attitude and intention to upgrade to premium e-wallet services. Among the three TPB constructs, only subjective norms affect the intention to upgrade. In addition, the effect of perceived value on intention to upgrade was found to be higher for users with low perceived need. This research deepens knowledge in the context of e-wallet and mobile payment by introducing premium services and provides perspectives for e-wallet providers regarding the application development."

"Dampak pandemi COVID-19 telah mengubah perilaku masyarakat Indonesia dalam mendapatkan hiburan, salah satunya dengan memanfaatkan platform digital, seperti layanan Video-on-Demand (VOD). Salah satu bentuk layanan VOD adalah Advertising Video-on-Demand (AVoD) di mana pengguna dapat menikmati konten secara gratis dengan menonton iklan yang ditampilkan. YouTube, sebagai salah satu aplikasi AVoD yang terkenal di Indonesia, menjadi fokus penelitian ini. Tujuan dari penelitian ini adalah untuk mengidentifikasi faktor-faktor push, pull, dan mooring yang memengaruhi switching intention pengguna YouTube versi gratis di Indonesia ke layanan berbayar YouTube, yaitu YouTube Premium. Penelitian ini dilakukan karena rendahnya angka pengguna YouTube versi gratis yang berpindah ke YouTube Premium. Penelitian ini memanfaatkan teori push-pull-mooring (PPM) yang kerap digunakan untuk meneliti niat beralih pengguna. Responden valid penelitian ini berjumlah 476 orang yang telah berlangganan akun YouTube Premium setidaknya sekali dalam satu tahun terakhir. Penelitian ini dianalisis secara kuantitatif (CB-SEM) dan kualitatif (wawancara). Hasil penelitian ini menunjukkan bahwa perceived time efficiency, social influence, switching cost, dan habit memiliki pengaruh terhadap switching intention. Sementara itu, dissatisfaction, intrusiveness of advertising, perceived functional benefits, perceived emotional benefits, dan free mentality tidak berpengaruh pada switching intention. Untuk faktor moderasi, tiga dari empat faktor mooring terbukti memoderasi beberapa faktor push dan pull terhadap switching intention. Berdasarkan hasil tersebut, penelitian ini diharapkan dapat memberikan kontribusi untuk perkembangan industri AVoD, khususnya perusahaan YouTube, dalam meningkatkan jumlah pengguna premium pada layanan mereka. Selain itu, penelitian ini diharapkan dapat memberikan kontribusi terhadap celah penelitian pada konteks layanan freemium ke premium dengan memanfaatkan teori PPM.

---

The COVID-19 pandemic has affected Indonesians in ways of finding entertainment, and one is to utilize digital platforms, such as Video-on-Demand (VOD). Advertising Video-on-Demand (AVoD) is one type of VOD service where the contents are free to watch, but the users need to watch certain advertisements. This research focuses on YouTube as one of the most popular AVoD in Indonesia. The research aims to identify push, pull, and mooring factors affecting Indonesian YouTube free users’ switching intention to a paid version of YouTube, namely YouTube Premium. This particular problem needs to be studied since the number of YouTube free user that have subscribed to YouTube Premium is exceedingly low. This research utilizes push-pull-mooring (PPM) theory, which researchers have often used to assess users' switching intentions in the past. The research has 476 valid respondents who have subscribed to YouTube Premium at least once in the past year. This study was analyzed quantitatively and qualitatively using CB-SEM and interview methods. This study shows that perceived time efficiency, social influence, switching cost, and habit affect users’ switching intention. Meanwhile, dissatisfaction, intrusiveness of advertising, perceived functional benefits, perceived emotional benefits, and free mentality do not affect users' switching intention. As for the moderating factors, three of the four mooring factors were found to affect a few of the push and pull factors' relation with switching intention. With those findings, it is hoped that this research can contribute to developing the AVoD industry, especially YouTube, in increasing its premium users. It is also hoped that this research can contribute to the freemium to premium service research gap incorporating PPM theory. "

"Dampak pandemi COVID-19 telah mengubah perilaku masyarakat Indonesia dalam mendapatkan hiburan, salah satunya dengan memanfaatkan platform digital, seperti layanan Video-on-Demand (VOD). Salah satu bentuk layanan VOD adalah Advertising Video-on- Demand (AVoD) di mana pengguna dapat menikmati konten secara gratis dengan menonton iklan yang ditampilkan. YouTube, sebagai salah satu aplikasi AVoD yang terkenal di Indonesia, menjadi fokus penelitian ini. Tujuan dari penelitian ini adalah untuk mengidentifikasi faktor-faktor push, pull, dan mooring yang memengaruhi switching intention pengguna YouTube versi gratis di Indonesia ke layanan berbayar YouTube, yaitu YouTube Premium. Penelitian ini dilakukan karena rendahnya angka pengguna YouTube versi gratis yang berpindah ke YouTube Premium. Penelitian ini memanfaatkan teori push- pull-mooring (PPM) yang kerap digunakan untuk meneliti niat beralih pengguna. Responden valid penelitian ini berjumlah 476 orang yang telah berlangganan akun YouTube Premium setidaknya sekali dalam satu tahun terakhir. Penelitian ini dianalisis secara kuantitatif (CB- SEM) dan kualitatif (wawancara). Hasil penelitian ini menunjukkan bahwa perceived time efficiency, social influence, switching cost, dan habit memiliki pengaruh terhadap switching intention. Sementara itu, dissatisfaction, intrusiveness of advertising, perceived functional benefits, perceived emotional benefits, dan free mentality tidak berpengaruh pada switching intention. Untuk faktor moderasi, tiga dari empat faktor mooring terbukti memoderasi beberapa faktor push dan pull terhadap switching intention. Berdasarkan hasil tersebut, penelitian ini diharapkan dapat memberikan kontribusi untuk perkembangan industri AVoD, khususnya perusahaan YouTube, dalam meningkatkan jumlah pengguna premium pada layanan mereka. Selain itu, penelitian ini diharapkan dapat memberikan kontribusi terhadap celah penelitian pada konteks layanan freemium ke premium dengan memanfaatkan teori PPM.

---

The COVID-19 pandemic has affected Indonesians in way of finding entertainment, one is to utilize digital platforms, such as Video-on-Demand (VOD). Advertising Video-on- Demand (AVoD) is one type of VOD service where the contents are free to watch, but the users need to watch certain advertisements. This research focuses on YouTube as one of the most popular AVoD in Indonesia. The research aims to identify push, pull, and mooring factors affecting Indonesian YouTube free users’ switching intention to a paid version of YouTube, namely YouTube Premium. This particular problem needs to be studied since the number of YouTube free user that have subscribed to YouTube Premium is exceedingly low. This research utilizes push-pull-mooring (PPM) theory, which researchers have often used to assess users' switching intentions in the past. The research has 476 valid respondents who have subscribed to YouTube Premium at least once in the past year. This study was analyzed quantitatively and qualitatively using CB-SEM and interview methods. This study shows that perceived time efficiency, social influence, switching cost, and habit affect users’ switching intention. Meanwhile, dissatisfaction, intrusiveness of advertising, perceived functional benefits, perceived emotional benefits, and free mentality do not affect users' switching intention. As for the moderating factors, three of the four mooring factors were found to affect a few of the push and pull factors' relation with switching intention. With those findings, it is hoped that this research can contribute to developing the AVoD industry, especially YouTube, in increasing its premium users. It is also hoped that this research can contribute to the freemium to premium service research gap incorporating PPM theory."