Pengaruh Manfaat Utilitarian dan Manfaat Hedonis serta Status Sosial terhadap Keputusan Perpindahan Merek dari Televisi Kabel ke Netflix

https://doi.org/10.35912/jbpd.v1i1.280
Published: Jul 2, 2021

Abstract:

Purpose: The purpose of this study is to determine the effect of utilitarian, hedonic, and social benefits on brand switching decisions from cable television to Netflix.

Research Methodology: The data for this study were gathered via questionnaires and a review of the literature. Purposive sampling was used to collect data from 92 respondents who were active undergraduate students at the Faculty of Economics and Business Unhas in the 2016-2018 academic year and used the Video on Demand (VoD) Netflix service. Multiple regression analysis, F test (simultaneous), and T test are used in the analysis (partial).

Results: The findings indicated that utilitarian benefits and social status had a positive and significant effect on brand switching decisions, whereas hedonic benefits had a negative and insignificant effect. Simultaneously, utilitarian, hedonic, and social benefits all have a positive and significant effect on brand switching decisions.

Keywords:
1. Brand Switching Decisions
2. Hedonic Benefits Utilitarian Benefits
3. Social Status
Authors:
1 . Asty Almaida
2 . Dedi Hariadi Saputra
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How to Cite
Almaida, A., & Saputra, D. H. (2021). Pengaruh Manfaat Utilitarian dan Manfaat Hedonis serta Status Sosial terhadap Keputusan Perpindahan Merek dari Televisi Kabel ke Netflix. Jurnal Bisnis Dan Pemasaran Digital, 1(1), 49–59. https://doi.org/10.35912/jbpd.v1i1.280
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Vol. 1 No. 1 (2021): Juli
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References

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  1. Ailawadi, Kusum, Keren Gedenk, Scott A. Neslin. (2001). Pursuing The Value Conscious Consumer: Store Brand Versus National Brand Promotion. Journal of Marketing, 65, 71-89.
  2. Assael, Henry. (1995). Consumer Behavior dan Marketing Action. PWS Kent Publishing Company, Boston.
  3. Babin, Barry. J. William R. Darden, Mitch Griffin. (1994). Work and or Fun; Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 644-654.
  4. Cahyono, Krido. (2019). Pengaruh Hedonic Value dan Utilitarian Value terhadap Impulse Buying di Media oleh Shopping Lifestyle pada Industri Kulit di Sidoarjo, 17(2).
  5. Engel,J. F, Blackwell, R. P dan Miniard, P. W. (1994). Perilaku Konsumen. Jilid 1. Alih Bahasa: Budiyanto. Jakarta: Binarupa Aksara
  6. Fallefi, R. Muhammad, Siregar, M. Ridha. (2018). Pengaruh Nilai Utlitarian dan Nilai Hedonis Terhadap Perpindahan Merek Dengan Kepuasan Konsumen Sebagai Pemoderasi (Studi Kasus Perpindahan Merek dari Smartphone Lain ke Iphone Pada Mahasiswa di Lingkungan Universitas Syiah Kuala). Aceh. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen.
  7. Faustine, Megan. (2013).The Impact of Variety Seeking, Social Status, Quality, and Advetisement Towards Brand Switching in Smartphone Product (A Case Study Of Blacberry User Thas Has Ever Changed Into Another Smartphone Product in Surabaya). Surabaya: iBuss Management.
  8. Hirschman, Elizabeth C dan Morris E. Holbrook. (1982). Hedonic Consumption Emerging Concepts, Methods, and Propositions. Journal of Marketing, .46, 92-101.
  9. Hernowo, Ridho Adhie. (2005). Pengaruh Manfaat Ekonomis dan Manfaat Hedonis Terhadap Keputusan Pembelian Pada Produk Nevada di Matahari. Surabaya. Universitas Airlangga
  10. Hair Jr., J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis. England. Pearson Education Limited.
  11. Hasan, Venny Ariesta. (2017). Analisis Faktor-Faktor Yang Mempengaruhi Willingness To Subscribe: Telaah Pada Layanan Video On Demand Netflix. Tangerang. Universitas Multimedia Nusantara Ultima Management.
  12. Katadata. (2019). Berapa Pelanggan Streaming Netflix di Indonesia?. (Online). (http://databoks.katadata.co.id/datapublish/2019/08/13/berapa-pelanggan-streaming-netflix-di-indonesia)
  13. Khatrin., Karlina., Sherly. (2006). Analisis Faktor-Faktor yang Mempengaruhi Brand Switching Terhadap Bread Boutiques di Supermall Pakuwon Indah (SPI) Surabaya. Jurnal Universitas Kristen Petra. Surabaya.
  14. Kotler, Phillip & Gary Armstrong, G. (2001). Prinsip-prinsip Pemasaran. Jakarta: Erlangga
  15. Kotler, Phillip. (2008). Manajemen Pemasaran. Jakarta: Indeks
  16. Kotler, Philip & Gary Armstrong. (2004). Principles of Marketing. 10th Ed. New Jersey: Pearson Prentice Hall
  17. Kotler, Phillip. (1997). Marketing Management: Analysis, Planning, Implementation and Control,7. New Jersey. Prentice Hall Int.
  18. Kotler, Philip & Gary Amstrong. (2014). Principles of Marketing 15th. New Jersey. Prentice Hall.
  19. Kotler, P., & Keller, K. L. (2007). Manajemen Pemasaran. Edisi 12 Jilid 1. Jakarta: Erlangga.
  20. Lestari, Puji. (2019). Teknologi Sistem Telekomunikasi Tercanggih Dan Terkini Video On Demand. Purwokerto. Sekolah Tinggi Teknologi Telematika Telkom Purwokerto.
  21. McFadden, Daniel. (1986). The Choice Theory Approach to Market Research. Marketing Science.
  22. Michael, Mirabito Barbara L., Morgenstern. (2004). With a Foreword by Mitchell Kapor Focal Press is an imprint of Elsevier 200 Wheeler Road.UK. Elsevier Inc.
  23. Mowen, John C and Michael Minor. (2002). Perilaku Konsumen. Jilid 1 Edisi 5. Alih Bahasa Lina Salim. Jakarta. Erlangga.
  24. Oriansa, Donni. (2017). Perilaku Konsumen Dalam Persaingan Bisnis Kontemporer. Bandung: Alfabeta
  25. Prastya. (2013). Analisis Faktor-Faktor Yang Mempengaruhi Perpindahan Merek (Brand Switching) Kartu Indosat Im3. Skripsi tidak diterbitkan. Semarang. Universitas Diponegoro
  26. Priansa, D. J. (2017). Perilaku Konsumen Dalam Bisnis Kontemporer. Bandung. CV Alfabeta
  27. Puslitbang. (2019). Kajian Integrated Broadcast Broadband (IBB) di Indonesia. (Online). (https://www.google.com/search?q=Puslitbang+(2018)+Layanan+Video+on+Demand+(VoD)+yang+paling+banyak+diakses+oleh+masyarakat+usia+dibawah+usia+35+tahun+antara+lain+ialah+Youtube%2C+VIU%2C+NETFLIX%2C+Hotstar%2C+dan+Amazon+Prime+Video.&oq=)
  28. Rao, Hayagreeva, Gerald F. Davis, and Andrew Ward. (2000). Embeddedness, Social Identity and Mobility: Why Firms Leave the NASDAQ and Join the New York Stock Exchange. Administrative Science Quarterly
  29. Rodriguez, Tomas and Trujillo, Elena. (2013). Online Drivers of Customers Purchase of Website Airline Tickets. Journal of Transport Management. Spain
  30. Sciffman, Leon G., Leslie Kanuk. (2010). Consumer Berhavior. Pearson Education
  31. Setiadi, Nugroho J. (2010). Perilaku Konsumen. Jakarta: Kencana
  32. Setyo, Ajie. (2002). Analisis Faktor-Faktor yang Mempengaruhi Konsumen dalam Melakukan Perpindahan Merek. Semarang. Tesis Universitas Dipenogoro Semarang.
  33. Srinivasan, M. (1996). New Insight into Switching Customer Behavior. Journal of Marketing Research, 8(3). 27-28. University Microfilms International, a Bell and Howell Company. Michigan.
  34. Sugiyono, P. (2017). Metode Penelitian Kombinasi. Bandung. CV Alfabeta
  35. Soekanto, Soerjono. (2012). Sosiologi Suatu Pengantar. Jakarta. Rajawali Pers
  36. Sumarwan, Ujang. (2011). Perilaku Konsumen Teori dan Penerannya dalam Pemasaran. Bogor. Ghalia Indonesia
  37. SWA. (2019). Pengguna TV Streaming Mendekati Jumlah Pengguna TV Konvensional. (Online). (https://swa.co.id/swa/trends/pengguna-tv-streaming-mendekati-jumlah-pengguna-tv-konvensional)
  38. Stenovec. (2019). We’re About to Pass a Watershed Moment in The Decline of TV. (Online). (https://www.businessinsider.com/streamingwill-soon-pass-traditional-tv-2015-9?IR=T&r=US&IR=T)
  39. Statista. (2019). Video-On-Demand. (Online). (https://www.statista. com/outlook/201/100/video-on-demand/worldwide
  40. VOX. (2019). People consumed more media than ever last year — but growth is slowing. (Online). (https://www.vox.com/2017/5/30/15712660/media-consumption-zenith-mobile-internet-tv