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http://dx.doi.org/10.15722/jds.20.06.202206.21

What drives Indonesians Subscribe and Push the Distribution of Disney+ Hotstar?  

ZAHARA, Nadia (Strategic Marketing Communication, BINUS University)
WULANDARI, Naomi Crisant (Strategic Marketing Communication, BINUS University)
KAIRUPAN, Joshua Hezekiah (Strategic Marketing Communication, BINUS University)
HIDAYAT, Z. (Strategic Marketing Communication, BINUS University)
Publication Information
Journal of Distribution Science / v.20, no.6, 2022 , pp. 21-32 More about this Journal
Abstract
Purpose: This study aims to test the influence of brand relationship, price, content, brand awareness, and electronic Word-Of-Mouth (eWOM) on willingness to pay for the subscription fee of Disney+ Hotstar. As the latest streaming service provider in Indonesia, Disney + Hotstar under Disney Media and Entertainment Distribution has actively conducted strategies to strengthen the brand and attract consumers. Research design, data and methodology: Structural Equation Modelling with WarpPLS approach was used to assess the proposed model gathering data from 316 people who have ever known about Disney+ Hotstar through an online survey using measurement items from previous literature. Results: Most responses were obtained from millennial generations. Findings demonstrated that brand relationships, price, content, and brand awareness positively influenced willingness to pay for the subscription fee whereas eWOM showed a negative and insignificant influence on the willingness to pay for the subscription fee. Conclusions: The most significant factor towards willingness to pay a for subscription fee is price, followed by brand awareness, brand relationship, and content. The result of this study may be used as a guide for professionals in the streaming service industry to better implement their strategies in influencing people to have the willingness to subscribe.
Keywords
Brand; Content Delivery Network; Digital Movie Distribution; eWOM; Streaming Service;
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