Pengaruh Persepsi Kualitas Konten dan Beban Biaya terhadap Niat Berlangganan Video Streaming Premium
DOI:
https://doi.org/10.30640/jumma45.v5i2.8158Keywords:
Continuance Subscription Intention, Cost Burden, Over The Top, Perceived Content Quality, Subscription StackingAbstract
This study examines the impact of perceived content quality and cost burden on continuance subscription intention among 135 premium video streaming users engaging in subscription stacking in Surabaya. Using multiple linear regression, the results show that content quality positively and significantly affects subscription intention, indicating that attractive, relevant, and consistently updated content is the primary predictor of continued subscription. Conversely, cost burden exerts a significant negative effect, suggesting that accumulated subscription expenses can reduce consumers’ willingness to maintain multiple premium services. Together, both variables explain 56.9% of the variance in continuance subscription intention. These findings support Perceived Value Theory, which explains that consumers rationally compare the benefits obtained from streaming services with the financial sacrifices required to access them. Therefore, streaming providers should implement flexible and competitive pricing schemes, offer bundled subscription options, and consistently update exclusive content libraries. These strategies can strengthen perceived value, reduce financial pressure, improve customer satisfaction, and ultimately increase subscriber retention and continuance intention in the long term.
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