Raditya, Muhammad Fadhel (2022) THE INFLUENCE OF PERCEIVED EASE OF USE, PERCEIVED PRICE VALUE OF BUNDLING PROMOTION AND PERCEIVED ATTRACTIVENESS OFORIGINAL CONTENTS ON DISNEY+ HOTSTAR SUBSCRIPTION INTENTION. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

Disney+ Hotstar as a technology-based paid movie streaming service, of course, is required
to have and create the feeling of ease while using the services offered for its users. The experience
in question is that the application can be used easily and can meet the expectations of convenience
for its users, as well as being able to access available content without network or advertising
barriers. In addition, Disney+ Hotstar also uses several strategies to increase sales and build buyer
interest to then subscribe to Disney+ Hotstar. One of them is Disney+ Hotstar in collaboration with
Telkomsel to create a bundling product, where buyers can purchase packages that include a Disney+
Hotstar subscription, as well as quotas to enjoy the available services. Disney+ Hotstar also then
produces original content that is considered to be able to attract the attention of potential Disney+
Hotstar customers. These original contents are only available on Disney+ Hotstar, and can only be
enjoyed by Disney+ Hotstar subscribers.
However, several surveys conducted in 2021 show that Disney+ Hotstar is still behind its
competitors in the SVOD market. This study aims to explain the effect of perceived ease of use,
perceived price value of bundling promotions, and perceived interest in original content on interest
Sin subscribing to Disney+ Hotstar. The theory used in this study is the Extended Unified Theory of
Acceptance and Use of Technology (UTAUT2), with a sampling technique in the form of
non-probability sampling. The sample is 100 people with characteristics of active SVOD users and
Telkomsel users aged 18-34 years, and have never subscribed to Disney+ Hotstar before.
The results of hypothesis testing with multiple regression techniques show that there is no
effect of perceived ease of use, perceived price value, and perceived content interest on buying
interest with a significance value of (0.083). This shows that perceived ease of use, perceived price
value, and perceived content interest have no simultaneous effect on respondents' intention to
subscribe to Disney+ Hotstar.

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