THE EFFECT OF RELATIVE ADVATAGE, CONSUMER INERTIA, AND SUBJECTIVE NORM ON SWITCHING INTENTION OF PAY-TV CONSUMERS
DOI:
https://doi.org/10.22441/jimb.v7i2.12064Abstract
Media hiburan di era digital tidak akan pernah berhenti, sebelumnya dari televisi analog dan radio, kini mengalami perkembangan dengan munculnya televisi berbayar seperti MNC Vision, podcast, video on demand langganan seperti Netflix, VIU, IQIYI, dll. bergeser dari media sebelumnya karena munculnya media yang lebih memuaskan. Penelitian ini merupakan penelitian kuantitatif yang bertujuan untuk menganalisis pengaruh keuntungan relatif, inersia konsumen, dan norma subjektif terhadap niat beralih. Responden adalah 200 konsumen TV berbayar MNC Vision. Pengambilan sampel penelitian menggunakan teknik non-probability dengan metode judgemental sampling. Pengolahan data melalui analisis regresi linier berganda. Variabel keunggulan relatif, inersia konsumen, dan norma subjektif berpengaruh signifikan terhadap niat beralih dari penelitian ini.Downloads
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