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Abstrak :
Saat ini, media sosial menjadi platform penting untuk promosi dan membangun kepercayaan terhadap brand. Instagram populer di kalangan generasi Z dan milenial di Indonesia serta digunakan juga oleh brand, salah satunya adalah Netflix, untuk menjangkau dan berinteraksi dengan audiensnya, meningkatkan brand awareness, serta mendorong penjualan. Penelitian ini menggunakan kerangka Stimulus-Organism-Theory (S-O-R) dengan fokus pada Instagram Netflix Indonesia. Penelitian ini mengumpulkan data primer melalui kuesioner yang disebar secara online kepada followers Instagram Netflix Indonesia kemudian diolah dengan software SmartPLS 3 dengan metode PLSSEM. Hasil dari 187 responden menunjukkan social media marketing activities berpengaruh positif dan signifikan terhadap subscription intention, willingness to pay premium price, willingness to recommend, perceived value, trust, dan brand image. Perceived value dan brand image memiliki efek mediasi parsial, sementara trust tidak memiliki pengaruh signifikan. ......Currently, social media is an important platform for promotion and building brand trust. Instagram is popular among generation Z and millennials in Indonesia and is also used by brands, one of which is Netflix, to reach and interact with its audience, increase brand awareness, and drive sales. This research uses the Stimulus-Organism-Theory (S-O-R) framework with a focus on Netflix Indonesia's Instagram. This study collected primary data through questionnaires that were distributed online to Netflix Indonesia Instagram followers and then analyzed using SmartPLS 3 software with the PLS-SEM method. The results from 187 respondents show that social media marketing activities have a positive and significant effect on subscription intention, willingness to pay premium price, willingness to recommend, perceived value, trust, and brand image. Perceived value and brand image have a partial mediating effect, while trust has no significant effect.

Abstrak :
Penelitian ini membahas salah satu perilaku terpopuler selama pandemi, yaitu streaming movie. Tujuan penelitian ini adalah untuk mengetahui faktor-faktor yang mendorong muslim untuk berlangganan movie streaming berbayar sebagai tindakan yang beretika dan sesuai dengan ajaran Islam. Faktor yang memengaruhi intensi meliputi involvement, religious teaching, attitude toward movie streaming services, subjective norms, moral judgement, dan facilitating conditions. Penelitian dilakukan terhadap 253 responden. Metode PLS-SEM digunakan untuk analisis. Hasilnya menunjukkan pengaruh positif signifikan dari involvement, religious teaching, attitude toward movie streaming services, dan subjective norms. Analisis lebih lanjut dilakukan dengan melakukan multigroup analysis antara intensi kelompok yang sedang berlangganan dan tidak berlangganan. ...... This study discusses about one of the most popular behaviors during a pandemic, namely streaming movies. The purpose of this study is to analyse the factors that influence Muslims to subscribe on movie streaming services as an ethical action and in line with Islamic values. Factors that influence intention include involvement, religious teaching, attitude toward movie streaming services, subjective norms, moral judgment, and facilitating conditions. The study was conducted on 253 respondents. PLS-SEM method was used for analysis. The results show a significant positive influence from involvement, religious teaching, attitude toward movie streaming services, and subjective norms. Further analysis was carried out by creating a multigroup analysis between the intentions of the groups who were being subscribed and not subscribing.

Abstrak :
Pesatnya perkembangan layanan streaming musik atau Music Streaming Services (MSS) membentuk kenormalan baru dalam cara kita menikmati musik. Spotify telah memimpin pangsa pasar MSS di dunia walau kompetisi semakin kuat dalam memenuhi kebutuhan pengguna. Kebutuhan tersebut berkaitan erat dengan technology affordance atau apa yang layanan dapat penuhi sesuai persepsi dan tujuan penggunanya. Dengan memahami aspek technology affordance dari layanannya, Spotify dan penyedia MSS mampu menemukan solusi untuk meningkatkan retensi penggunanya serta pendapatannya keseluruhan. Penelitian yang dijalankan memiliki tujuan untuk mengetahui faktor-faktor terkait technology affordance dari layanan MSS serta pengaruhnya terhadap niat pengguna untuk tetap menggunakan dan berlangganan layanan premium dari MSS, khususnya Spotify. Penelitian mengidentifikasi technology affordance dari MSS melalui pendekatan grounded theory. Terdapat empat faktor utama technology affordance dari MSS, yaitu exploration, listening control, playlisting, serta social connectivity. Penelitian dilanjutkan dengan mengintegrasikan temuan tersebut dengan expectation-confirmation model (ECM) dan melakukan analisis kuantitatif menggunakan PLS-SEM pada 321 pengguna Spotify. Didapatkan bahwa subscription intention pengguna dipengaruhi oleh continuance intention. Selanjutnya, continuance intention dipengaruhi oleh perceived usefulness serta satisfaction dimana kedua hal tersebut dipengaruhi oleh confirmation. Terakhir, perceived usefulness dipengaruhi oleh seluruh aspek technology affordance dari MSS dimana dua faktor affordance dengan pengaruh terbesar yaitu exploration affordance dan listening control affordance. Penelitian ini mampu dikembangkan lebih lanjut dan mampu menjadi saran praktis bagi penyedia layanan MSS dalam mengembangkan layanan yang berfokus pada pengguna. ...... The rapid growth of music streaming services (MSS) has shaped the new normal of how we listen to music. Spotify has been leading the global MSS market in terms of market share, even though the competition is getting tougher in fulfilling the user's needs. User's needs are heavily linked to technology affordance, which concerns what a service could afford based on the user's perception and goals. By understanding the technology affordance of their service, Spotify and other MSS providers can formulate a solution that could boost user retention and their overall revenue. The study aims to identify the technology affordance of MSS and how it affects the user’s continuance intention and subscription intention, especially on Spotify. The study identified MSS technology affordances through grounded theory approaches. There are four key technology affordances of MSS: exploration, listening control, playlisting, and social connectivity. The study continued with the integration of MSS technology affordances with expectation-confirmation model (ECM). It was found that subscription intention is influenced by continuance intention, continuance intention is influenced by perceived usefulness and satisfaction, in which these two factors are influenced by confirmation. Lastly, perceived usefulness was influenced by all of the identified MSS technology affordances, in which two factors with the greatest influence were exploration affordance and listening control affordance. The study findings could be developed for future research and stand as suggestions for MSS providers to develop user-centered services.

Abstrak :
Pesatnya perkembangan layanan streaming musik atau Music Streaming Services (MSS) membentuk kenormalan baru dalam cara kita menikmati musik. Spotify telah memimpin pangsa pasar MSS di dunia walau kompetisi semakin kuat dalam memenuhi kebutuhan pengguna. Kebutuhan tersebut berkaitan erat dengan technology affordance atau apa yang layanan dapat penuhi sesuai persepsi dan tujuan penggunanya. Dengan memahami aspek technology affordance dari layanannya, Spotify dan penyedia MSS mampu menemukan solusi untuk meningkatkan retensi penggunanya serta pendapatannya keseluruhan. Penelitian yang dijalankan memiliki tujuan untuk mengetahui faktor-faktor terkait technology affordance dari layanan MSS serta pengaruhnya terhadap niat pengguna untuk tetap menggunakan dan berlangganan layanan premium dari MSS, khususnya Spotify. Penelitian mengidentifikasi technology affordance dari MSS melalui pendekatan grounded theory. Terdapat empat faktor utama technology affordance dari MSS, yaitu exploration, listening control, playlisting, serta social connectivity. Penelitian dilanjutkan dengan mengintegrasikan temuan tersebut dengan expectation-confirmation model (ECM) dan melakukan analisis kuantitatif menggunakan PLS-SEM pada 321 pengguna Spotify. Didapatkan bahwa subscription intention pengguna dipengaruhi oleh continuance intention. Selanjutnya, continuance intention dipengaruhi oleh perceived usefulness serta satisfaction dimana kedua hal tersebut dipengaruhi oleh confirmation. Terakhir, perceived usefulness dipengaruhi oleh seluruh aspek technology affordance dari MSS dimana dua faktor affordance dengan pengaruh terbesar yaitu exploration affordance dan listening control affordance. Penelitian ini mampu dikembangkan lebih lanjut dan mampu menjadi saran praktis bagi penyedia layanan MSS dalam mengembangkan layanan yang berfokus pada pengguna. ...... The rapid growth of music streaming services (MSS) has shaped the new normal of how we listen to music. Spotify has been leading the global MSS market in terms of market share, even though the competition is getting tougher in fulfilling the user's needs. User's needs are heavily linked to technology affordance, which concerns what a service could afford based on the user's perception and goals. By understanding the technology affordance of their service, Spotify and other MSS providers can formulate a solution that could boost user retention and their overall revenue. The study aims to identify the technology affordance of MSS and how it affects the user’s continuance intention and subscription intention, especially on Spotify. The study identified MSS technology affordances through grounded theory approaches. There are four key technology affordances of MSS: exploration, listening control, playlisting, and social connectivity. The study continued with the integration of MSS technology affordances with expectation-confirmation model (ECM). It was found that subscription intention is influenced by continuance intention, continuance intention is influenced by perceived usefulness and satisfaction, in which these two factors are influenced by confirmation. Lastly, perceived usefulness was influenced by all of the identified MSS technology affordances, in which two factors with the greatest influence were exploration affordance and listening control affordance. The study findings could be developed for future research and stand as suggestions for MSS providers to develop user-centered services.