Hatti, Chiara Dyani and Budiarsa, Yohanes Thianika (2026) The Influence of Perceived Economic Benefits, Subjective Norms, and Moral Obligation Towards Intention to Pirate SVoD Products in Indonesia. Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

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Abstract

The rapid growth of Subscription Video-on-Demand (SVoD) platforms has
transformed the way audiences consume entertainment content in Indonesia. Despite
the increasing availability of legal streaming services, digital piracy remains prevalent,
indicating that consumers continue to access copyrighted content through unauthorized
channels. This study aims to examine the influence of perceived economic benefits,
subjective norms, and moral obligation on individuals’ intention to pirate SVoD
products in Indonesia. The study adopts the Theory of Planned Behavior (TPB) as its
theoretical foundation and employs a quantitative explanatory research design. Data
were collected through an online questionnaire distributed to 246 respondents who met
the research criteria. The collected data were analyzed using Partial Least Squares
Structural Equation Modeling (PLS-SEM) with SmartPLS. Perceived economic
benefits, subjective norms, and moral obligation were examined as the independent
variables, while intention to pirate SVoD products served as the dependent variable.
The findings indicate that perceived economic benefits do not have a significant
influence on intention to pirate SVoD products, with a p-value of 0.480 and a path
coefficient of -0.003. Subjective norms have a positive and significant influence on piracy
intention, with a p-value of 0.012 and a path coefficient of 0.142. Contrary to the
proposed hypothesis, moral obligation was found to have a positive and significant
influence on intention to pirate SVoD products, with a p-value of 0.000 and a path
coefficient of 0.638, representing the strongest effect among all variables examined.
These findings suggest that piracy intention in the Indonesian SVoD context is influenced
primarily by social factors and moral considerations rather than by perceived economic
benefits. The study contributes to the digital piracy literature by providing empirical
evidence on piracy intention within the SVoD context in Indonesia and highlights the
complex role of moral obligation in shaping piracy-related behavioral intentions.
Keywords: Perceived Economic Benefits, Subjective Norms, Moral
Obligation, Intention to Pirate, Subscription Video-on-Demand
(SVoD), Digital Piracy, Theory of Planned Behavior.
133 Ilmu Komunikasi 2026

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