The role of sales promotion in improving the relation between price perception and system quality of SVOD platform on purchase intention
DOI:
https://doi.org/10.55324/ijoms.v3i10.932Keywords:
sales promotion, purchase intention, price perception, system qualityAbstract
This study aims to explore how Vidio.com can increase the number of users who are interested in even considering using this platform in the midst of fierce competition in theSVOD market, especially in Indonesia. The study was conducted from April to June 2023 and data collection took 1 month using a questionnaire method, namely Google Form which were distributed online to target respondents. The purpose of this research is to influence perceived price and perceived system quality in shaping consumer interest in subscribing to the SVOD platform - with a study on the Vidio platform. The results of this study indicate that the three variables under investigation have a major impact on users' intentions to subscribe to the platform (i.e., make a purchase). The impact of moderators between independent variables on dependents, specifically the influence of sales promotion methods can not enhance the relation of perceived pricing and perceived quality on ehancing the intention to purchase. Therefore, Vidio needs to pay attention to the performance of its application such as the speed of responding when users access features, the level of application errors or loading levels when the show is played, and privacy security, especially for users' personal data in order to provide a good user experience so that it can increase their interest in using the platform's paid packages.
References
Alkhawaja, R. A. (2022). The Impact of Board Characteristics on Financial Performance: Evidence from Jordanian Banking Sector [Master Thesis]. University of Petra.
Angelia, D. (2022). The Most Popular Video Streaming Platform Indonesia 2022. Goodstats.
Calisir, F., Gumussoy, C. A., Bayraktaroglu, A. E., & Karaali, D. (2014). Predicting the intention to use a web-based learning system: Perceived content quality, anxiety, perceived system quality, image, and the technology acceptance model. Human Factors and Ergonomics In Manufacturing, 24(5). https://doi.org/10.1002/hfm.20548
Fernandes, T., & Guerra, J. (2019). Drivers and deterrents of music streaming services purchase intention. International Journal of Electronic Business, 15(1). https://doi.org/10.1504/IJEB.2019.099061
Gunawan, D. (2020). Pengaruh Social Media Campaign dan Online Promotion Terhadap Purchase Intention Pada Gojek Indonesia di Surabaya. Jurnal Strategi Pemasaran, 7(1).
Kotler, P., & Keller, K. L. (2016). A framework for marketing management. Pearson Boston, MA.
Leowarin, T., & Thanasuta, K. (2021). Consumer Purchase Intention for Subscription Video-on-Demand Service in Thailand. TNI Journal of Business Administration and Languages, 9(1).
Lestari, E., & Soesanto, O. R. C. (2020). PREDICTING FACTORS THAT INFLUENCE ATTITUDE TO USE AND ITS IMPLICATIONS ON CONTINUANCE INTENTION TO USE SVOD: STUDY ON NETFLIX USERS OF INDONESIA [PREDIKSI FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP PENGGUNAAN DAN IMPLIKASINYA TERHADAP KEBERLANJUTAN NIAT PENGGUNAAN SVOD: STUDI PADA PENGGUNA NETFLIX di INDONESIA]. DeReMa (Development Research of Management): Jurnal Manajemen, 15(2). https://doi.org/10.19166/derema.v15i2.2541
Liou, D. K., Hsu, L. C., & Chih, W. H. (2015). Understanding broadband television users’ continuance intention to use. Industrial Management and Data Systems, 115(2). https://doi.org/10.1108/IMDS-07-2014-0223
Purwianti, L., & Ricarto, T. (2018). ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI PURCHASE INTENTION PADA PENGGUNA SMARTPHONE DI BATAM. Jurnal Manajemen Maranatha, 18(1). https://doi.org/10.28932/jmm.v18i1.1095
Rifaldi, A., Wicaksono, B. T., & Putra, D. F. (2021). ANALISIS PENGARUH TRUST, APPLICATION QUALITY, PERCEIVED USEFULNESS TERHADAP INTENTION TO PURCHASE DAN ACTUAL SYSTEM USE (STUDI KASUS PADA APLIKASI KAI ACCESS). Eqien: Jurnal Ekonomi Dan Bisnis, 8(2). https://doi.org/10.34308/eqien.v8i2.277
Suryajaya, I., & Sienatra, K. B. (2021). KUALITAS PRODUK DAN PERSEPSI HARGA DITINJAU DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN PRODUK WEAR IT. PERFORMA, 5(3). https://doi.org/10.37715/jp.v5i3.1756
Syahrini, A., & Arif, E. (2019). The influence of price, trust and sales promotion on purchase intention of Traveloka mobile application. Jurnal Ilmiah Manajemen FEB UB, 8(2).
Techopedia. (2022). What is subscription video on demand (SVOD)? – Definition from techopedia. Techopedia.
Wirakanda, G. G., & Pardosi, A. S. (2020). Pengaruh Sales Promotion Terhadap keputusan Pembelian (Studi Kasus di Blibli.Com). Bisnis Dan Pemasaran, 10(1).
Yossy, Y. (2017). Perceived Price: Consumers’ Perception of Brand Monetary Value. BINUS University Business School.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Devi Angrahini Anni Lembana, Vivi Triyanti, Jessica Wijaya
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC-BY-SA). that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
