PERAN SATISFACTION, VARIETY SEEKING, DAN ALTERNATIVE ATTRACTIVENESS PADA SWITCHING INTENTION PELANGGAN TELEVISI BERLANGGANAN MNC VISION

THE ROLE OF SATISFACTION, VARIETY SEEKING, AND ALTERNATIVE ATTRACTIVENESS ON SWITCHING INTENTION CUSTOMERS TELEVISION SUBSCRIBE TO MNC VISION

Abstrak

Di era digital saat ini, banyak cara untuk menikmati hiburan, yang sebelumnya dari televisi analog dan radio, sekarang terdapat perkembangan-perkembangan seperti munculnya televisi berlangganan seperti MNC Vision, podcast, subscription video on demand seperti HOOQ, VIU, dan Iflix, dll. Masyarakat mulai beralih dari tiap-tiap media terdahulu karena adanya media yang lebih memenuhi kebutuhan dan memuaskan. Penelitian ini bertujuan untuk menganalisis dan membahas pengaruh satisfaction, variety seeking, dan alternative attractiveness terhadap switching intention pelanggan televisi berlangganan MNC Vision. Pengolahahan data pada penelitian ini menggunakan regresi linier berganda dengan teknik nonprobability sampling dan metode yang digunakan adalah judgmental sampling pada sampel berjumlah 200 responden dengan penyebaran melalui media sosial. Hasil penelitian ini menunjukkan variabel satisfaction memiliki pengaruh negatif yang signifikan terhadap switching intention serta variabel variety seeking dan alternative attractiveness memiliki pengaruh signifikan dan positif terhadap switching intention.

In today's digital era, there are many ways to enjoy entertainment, previously from analog television and radio, now there are developments such as the emergence of subscription television such as MNC Vision, podcasts, subscriptions video on demand such as HOOQ, VIU, and Iflix, etc. Society began to shift from each of the previous media because of the media that was more fulfilling and satisfying. This study aims to analyze and discuss the effect of satisfaction, variety seeking, and alternative attractiveness to the switching intention of MNC Vision television subscribers. Data processing in this study uses multiple linear regression with nonprobability sampling techniques and the method used is judgmental sampling on a sample of 200 respondents with dissemination through social media. The results of this study indicate that the satisfaction variable has a significant negative effect on switching intention and the variety seeking variable and alternative attractiveness have a significant and positive effect on switching intention.