Positioning Analysis of Video-on-Demand Service Provider in Indonesia Based on E-Service Quality Dimensions
Kirana Damayanti1*, AMA Suyanto1
1 Faculty of Economic and Business, Telkom University, Bandung, Indonesia
*Corresponding Author: [email protected], [email protected] Accepted: 15 June 2022 | Published: 30 June 2022
DOI:https://doi.org/10.55057/ajrbm.2022.4.2.10
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Abstract: The large number of internet users in Indonesia and the emergence of the COVID- 19 pandemic have made Indonesia one of the target markets for video-on-demand. On the other hand, this has also made more video-on-demand services provider in Indonesia, such as Disney+ Hotstar, Viu, Vidio, and Netflix, which have almost similar services and make the competition more competitive. Therefore, the video-on-demand service provider needs to provide the best service quality to create a good perception in the minds of consumers.
Consumers perceive service quality of the four video-on-demand service providers, positioning analysis is needed to determine the competitive position and to improve or evaluate service performance in the face of this business competition. This study aims to find out consumers perceptions of video-on-demand services provider in Indonesia, and to map the positioning of video-on-demand services provider in Indonesia based on the dimensions of e-service quality, and to find out which video-on-demand service provider is the most superior based on the positioning mapping. This study uses quantitative methods with descriptive research type and surveys to 400 respondents who are Indonesian people who have or are currently subscribing to Disney+ Hotstar, Viu, Vidio, and Netflix. In addition, the sampling technique used is purposive sampling with multidimensional scaling as the analysis technique. The results show that based on the descriptive analysis, responden perceive that Viu is ranked first based on e- service quality, followed by Vidio, Netflix, and Disney+ Hotstar respectively. In addition, Disney+ Hotstar and Netflix are in their respective quadrants. The other hand, Viu and Vidio are in the same quadrant, so there is high competition. And based on the results of the euclidean distance, Disney+ Hotstar is perceived as the most superior video-on-demand service provider compared to other services provider based on the positioning mapping.
Keywords: e-service quality, multidimensional scaling, positioning, video-on-demand
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1. Introduction
Technological advances in the digital era are now increasing very quickly. The magnitude of this technological progress will certainly provide benefits for life and make many changes for a country, one of which is Indonesia. One form of technological progress is the internet. With the internet, people are also getting easier in choosing the information, one of which is the ease of enjoying entertainment anytime and anywhere by using their own devices. In Indonesia, the most widely used entertainment content is video-on-demand (Statista, 2021).
Figure 1: Video-on-Demand Users in Indonesia
Based on the figure 1 above, the video-on-demand user in Indonesia always increases every year. In 2021, the number of video-on-demand users in Indonesia reached 17.8 million users and is expected to reach 29.5 million users by 2026. With the growth rate of video-on-demand users in 2021 reaching 21.1%, it is estimated that it will show an annual growth rate (2022–
2026) of 10.63% (Statista, 2021). Based on the report, Indonesia is one of the target markets for video-on-demand, which is considered to have good potential. The increase in the number of video-on-demand users in Indonesia is also supported by the COVID-19 pandemic, which gave rise to Pemberlakuan Pembatasan Kegiatan Masyarakat (PPKM) and advice to stay at home, forcing many people to spend time at home. One way to entertain yourself is to watch streaming videos online while working from home (Ammurabi, 2020). This condition creates opportunities for video-on-demand services provider located in Indonesia at global, regional, and local levels to participate and contribute to providing various kinds of attractive offers in terms of price and content to meet consumer needs and desires. In early 2021, the most popular video-on-demand services provider in Indonesia were Disney+ Hotstar, Viu, Vidio, and Netflix. This is because these four video-on-demand services providers have the highest number of active users who subscribe compared to other video-on-demand services provider (Media Partners Asia, 2021).
Figure 2: The Most Popular Video-on-Demand Service Provider in Indonesia
In early 2021, Disney+ Hotstar managed to lead the video-on-demand market by getting 2,500,000 active users who subscribed, followed by Viu with 1,500,000 active users, Vidio with 1,100,000 active users, and Netflix with 850,000 active users. These four video-on- demand service providers compete fiercely to provide the best quality service for consumers in order to encourage consumers to use the service again (Candra & Juliani, 2018). However, the quality of service perceived by users of video-on-demand services provider is still not optimal.
This is proven by the increasing number of complaints from users of video-on-demand services provider every month.
14.7
17.8 20.7 23.3 25.6 27.6 29.5
0 5 10 15 20 25 30 35
2020 2021 2022 2023 2024 2025 2026
2,500,000
1,500,000
1,100,000
850,000
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000
Disney+
Hotstar
Viu Vidio Netflix
Figure 3: Number of Complaints from Users of Video-on-Demand Services Provider
Based on the figure 3 above, there is an increase in the number of customer complaints for each video-on-demand service provider. Based on this data, it can be seen that the lack of service quality will lead to an increase in the number of user complaints due to user dissatisfaction with the services provided. At the same time, services that can survive in intense competition must be able to satisfy their customers. Even customer satisfaction is the key to the ability of a service to win the competition and improve its reputation (Nitbani, 2017). Therefore, services need to do positioning in order to improve service performance (Kalia & Paul, 2021). This positioning is based on the dimensions of e-service quality, considering that in the video-on- demand industry, the quality of services provided to consumers is fully electronic-based, so the measurement model used is e-service quality. The results of this positioning can help video- on-demand services provider to determine their competitive position and see how e-service quality is provided to their customers, so that services can decide which e-service quality will be further improved and which will be maintained as a strategy for companies to attract and understand consumer wants and needs in the face of intense competition in the video-on- demand industry.
2. Literature Review
2.1 Marketing
Marketing is an operation carried out by businesses that involves consumers, forms strong bonds with consumers, and generates consumer value, beginning with understanding consumer needs and desires (Kotler & Armstrong, 2018:17–29). Furthermore, marketing also requires an effective communication strategy in order to convey goods, services, ideas, values, and benefits to consumers and stakeholders wherever and whenever (Lamb et al., 2018: 2).
2.2 Marketing Strategy
The marketing strategy is a design that describes the company's wishes regarding the impact of various marketing activities and plans on the demand for the target market's products (Tjiptono & Chandra, 2020: 250). In addition, marketing strategy is also referred to as the act of determining and examining one or more target markets and developing and maintaining a marketing mix that will lead to exchanges in these target markets (Lamb et al., 2018: 25).
191
318
750
350 390 315
936
380 430 322
974
339
0 200 400 600 800 1000 1200
Disney+ Hotstar Viu Vidio Netflix
November December Januari
2.3 Positioning
Positioning is an activity to create offers and company images so that consumers can define products based on certain attributes, so that they occupy a special and unique position in the minds of consumers and are considered superior to competitors (Kotler & Armstrong, 2018:
228) and (Suyanto & Prakoso, 2020:620). Furthermore, positioning can be used as a tool in determining the company's competition (Raharja, 2021), one of which is service quality. If a service provides more customer value than competitors do, then the service will have its own position in the minds of consumers (Kotler & Armstrong, 2018:230).
2.4 Perception
Perception is a procedure in which a person determines, compiles, and describes information, experiences, and stimuli that he has ever felt into an image (Schiffman & Wisenblit, 2019:107), (Lamb et al., 2018:92), and (Kotler & Armstrong, 2018:172).
2.5 Service
Service is defined as any activity, benefit, or satisfaction with multiple elements (values or benefits) provided by producers to consumers in order to create a consumer experience with no transfer of ownership (Tjiptono & Diana, 2020:210), (Widjojo et al., 2017:136), and (Priansa, 2017:57-58).
2.6 Service Quality
Service quality is the overall experience that can only be assessed by consumers (Priansa, 2017:59). In addition, service quality is also an important factor in consumer perceptions and one of the factors that determine consumer satisfaction (Zeithaml et al., 2018: 87).
2.7 E-Service Quality
E-service quality is the competence of an organization or company to realize the needs and desires of consumers using internet facilities (Hendra et al., 2018: 186). There are seven dimensions of e-service quality, namely efficiency, fulfillment, system availability, privacy, responsiveness, compensation, and contact (Parasuraman, 2005:8).
2.8 Framework
In this study, the framework used is a modified result of research conducted by Salsabila &
Suyanto (2020) and Parasuraman et al. (2005:8). The modifications made from the research of Salsabila & Suyanto (2020) are models of the framework itself. Furthermore, the modifications made from the research of Parasuraman et al. (2005) is the theory of e-service quality. In this study only six dimensions are used because the compensation dimension is not suitable for use in the object of research, considering that Disney+ Hotstar, Viu, Vidio, and Netflix will not provide compensation if seven consumers experience it. To facilitate understanding of the framework in this research can be seen in the following figure:
Figure 4: Theoretical Framework
3. Methodology
3.1 Population and Sample
The population in this study is the Indonesian people who have subscribed to or subscribed to the four video-on-demand services providers, namely Disney+ Hotstar, Viu, Vidio, and Netflix.
Determine the number of sample members in this study using a non-probability sampling technique. The type of non-probability sampling technique used in this research is purposive sampling. The total population in this study is unknown, so the calculation of the number of samples using the Bernoulli formula produces a minimum sample size of 385 respondents.
3.2 Data Collection
In this study, the data collection technique used is a questionnaire in the form of an online survey via Google Form, which is distributed through social media, including Instagram, Facebook, Line, and WhatsApp to Indonesian people who have subscribed to or subscribed to the four video-on-demand services providers, namely Disney+ Hotstar, Viu, Vidio, and Netflix.
3.3 Data Analysis Techniques 3.3.1 Descriptive Analysis
Descriptive analysis is an analytical technique that is applied to describe data by describing or representing the data collected without drawing conclusions about the population where the sample was taken (Kadarudin, 2021:208) and (Sugiyono, 2019:241). Descriptive analysis was carried out using descriptive statistical techniques, which included tables, graphs, diagrams, measures of concentration, measures of spread, and others. General descriptive analysis is carried out before carrying out various further analyses of the results of the questionnaire (Herlina, 2019:31). Furthermore, descriptive analysis is used to describe the perception of Indonesian people who have subscribed or subscribed to all video-on-demand services provider, namely Disney+ Hotstar, Viu, Vidio, and Netflix.
3.3.2 Multidimensional Scaling
Multidimensional scaling is a technique that is applied to assess objects in multidimensional space based on the structure, similarities, differences, or preferences of respondents to objects (Indriantoro & Supomo, 2018:203) and (Yamin, 2021:444). The purpose of multidimensional scaling is to see which objects or parts of objects are in the same area and which are different.
If the object has many objects, of course, the object will be located adjacent to a certain area on a multidimensional graphic scale (Santoso, 2018:337).
There are stages of procedures in multidimensional scaling analysis. Here are the stages (Malhotra, 2020:662-667):
1) Formulate The Problem
Formulate the problem to show the purpose of the analysis and selection of the object or research stimulus.
2) Getting Input Data
Entering data for research that comes from respondents by making questions in terms of assessment of the research object that has been selected and in terms of attributes expressed in perception by sorting them.
3) Choosing a Multidimensional Scaling Procedure
The selection of a specific multidimensional scaling procedure depends on whether the perception data being scaled or to be analyzed requires both types of data. The multidimensional scaling procedure assumes that the input data is ordinal but produces metric data.
4) Deciding the Number of Dimensions
The main objective of multidimensional scaling analysis is to obtain an accurate spatial map that can represent the input data with as few dimensions as possible.
5) Dimension Label Naming and Configuration Interpretation
After the results of the spatial map, the dimensions need to be labeled. Labeling can help and make it easier to see spatial maps.
6) Evaluation of Reliability and Validity
To assess the reliability and validity of the resulting perception map, it can be done by looking at the R Square value and the stress value. The R Square value indicates how well the MDS model fits the input data. The model can be accepted if R Square ≥ 0.6.
Meanwhile, the stress value indicates the proportion of variance differences that are not explained by the model, it can also be said to measure the inaccuracy of the resulting perception map model. The lower the stress value, the better the perception map model is produced. The following are categories for evaluating stress scores:
Table 1: Standard Category of Stress Model Feasibility
Stress (%) Goodness of Fit
20% Poor
10% Fair
5% Good
2,5% Excellent
0 Perfect
If the positioning map does not clearly show the location of the difference visually, then the difference can be calculated using the Euclidean distance formula for each service. The Euclidean distance results in the calculation of the shortest distance between the two calculated points (Jollyta et al., 2021:6). The principle of the Euclidean distance is that the smaller the Euclidean distance, the closer the objects are to each object and the higher the level of competition, and vice versa. Furthermore, the closer the Euclidean distance to a dimension or attribute, the more superior the object is to that dimension or attribute. Therefore, to see which object is the most superior among existing objects, it can be done by looking at the total value based on the calculation of the Euclidean distance from each dimension and selecting the smallest value (Lebriani, 2019: 342) and (Simamora, 2005: 283).
The following is the formula for calculating the Euclidean distance (Jollyta et al., 2021:7), (Nugroho et al., 2019:196), and (Yamin, 2021:456) as follows:
𝐸𝑑 = √(𝑥𝑖 − 𝑥𝑚)2+ (𝑦𝑖 − 𝑦𝑚)2 Information:
Ed : Euclidean distance
xi : The i-th brand's position on dimension 1 yi : The i-th brand's position on dimension 2 xm : Abscis or attribute position on dimension 1 ym : Ordinance or attribute position on dimension 2 4. Discussion
4.1 Respondent Characteristic
The results of the questionnaire to 400 respondents revealed that in this descriptive study, which was dominated by female respondents aged 18–23 years. At this age range, the last education that has been taken is high school. In addition, respondents also have a monthly income of IDR 2,000,001–IDR 3,000,000 by holding a job status as a student. Respondents aged 18–23 years dominate because this age group belongs to the age group 16–25 years, where they spend the most time accessing the internet, which is 9 hours 40 minutes (databoks.katadata.co.id, 2020), so the use of Google Form is an activity that is usually done by them at that age.
4.2 Descriptive Analysis
The following is the average value for each dimension of e-service quality from the questionnaire results showing respondents' perceptions of Disney+ Hotstar, Viu, Vidio, and Netflix video-on-demand services provider.
Table 2: The Average Value of the E-Service Quality Dimensions of Video-on-Demand Services Provider
No Item Indikator Disney+
Hotstar Viu Vidio Netflix
EFF1 Access easily 1.551 1.660 1.576 1.439
EFF2 Easy to use 1.532 1.584 1.672 1.474
EFF3 Organized appearance 1.540 1.682 1.613 1.488
EFF4 Quick response 1.614 1.699 1.672 1.434
FUL1 Content variety 1.444 1.658 1.692 1.442
FUL2 Newly content 1.460 1.677 1.629 1.432
FUL3 Provide trailer 1.520 1.700 1.616 1.517
FUL4 Trailer on time 1.453 1.578 1.570 1.455
FUL5 Content on time 1.624 1.714 1.755 1.568
SYS1 No error 1.588 1.713 1.731 1.637
SYS2 Account sharing 1.442 1.711 1.737 1.459
SYS3 Access to contect anywhere and anytime 1.463 1.739 1.783 1.649
PR1 Secure transactions 1.544 1.690 1.439 1.682
PR2 Protect payment information 1.645 1.682 1.646 1.744
PR3 Protect personal information 1.517 1.606 1.453 1.755 PR4 Don’t misuse personal information 1.588 1.620 1.608 1.684
RES1 Easy to contact 1.436 1.607 1.684 1.436
RES2 Inform handling 1.515 1.708 1.682 1.515
RES3 Problems are handled well 1.579 1.666 1.631 1.461
RES4 Problems are handled quickly 1.463 1.533 1.707 1.375
CON1 Provide phone number 1.523 1.584 1.700 1.573
CON2 Provide social media 1.544 1.615 1.649 1.557
CON3 Provide e-mail 1.528 1.707 1.744 1.508
Average Value 1.526,65 1.657,96 1.651,7 1.534,09
Based on the results of the respondent's assessment, it shows that Viu has the highest average value among the others for each e-service quality dimensions, with an overall average value of 1,657.96. Next, the highest average score was followed by Vidio with 1,651.7, Netflix with 1,534.09, and Disney+ Hotstar with 1,526.65. It's means that descriptively, respondents perceive that Viu is a video-on-demand service provider that has e-service quality that is superior to others video-on-demand services provider. Furthermore, the results of this descriptive analysis are still not detailed, so a multidimensional scaling analysis is carried out to take a deeper look at how objects are mapped and see the proximity between objects or indicators.
4.3 Multidimensional Scaling 4.3.1 Goodness of Fit
Table 3: Stress Value and R Square
Stress Value R Square 0,13523 0,98234
This study produces a stress value of 0.13523 or 13.52%, meaning that the resulting data is included in the fair category based on the standard category of stress model feasibility.
Furthermore, this study resulted in an RSQ value of 0.98234, meaning that the model can be used to describe the mapping of Disney+ Hotstar, Viu, Vidio, and Netflix based on the dimensions used in this study.
4.3.2 Positioning Map
Figure 5: E-Service Quality Indicator Video on Demand Service Positioning Map
Information:
EFF1: Access easily PR1: Secure transactions
EFF2: Easy to use PR2: Protect payment information EFF3: Organized appearance PR3: Protect personal information EFF4: Quick response PR4: Don’t misuse personal information FUL1: Content variety RES1: Easy to contact
FUL2: Newly content RES2: Inform handling
FUL3: Provide trailer RES3: Problems are handled well FUL4: Trailer on time RES4: Problems are handled quickly
FUL5: Content on time CON1: Provide phone number
SYS1: No error CON2: Provide social media
SYS2: Account sharing CON3: Provide e-mail
SYS3: Access to contect anywhere and anytime
The figure 5 above shows a positioning map based on all indicators of the e-service quality dimensions. Efficiency consists of three indicators, fulfillment consists of five indicators, system availability consists of three indicators, privacy consists of four indicators, responsiveness consists of four indicators, and contact consists of three indicators. Based on the figure 5, it can also be seen that Netflix and Disney+ Hotstar are in their respective quadrants, while Viu and Vidio are in the same quadrant with adjacent positions. If an object is located close to a certain area in a multidimensional scaling graph, then the object has many similarities (Santoso, 2018). So it can be concluded that Viu and Vidio have many similarities in the indicators used. With the many similarities between these two services, it will create competitive competition. Then, the closer each object is, the higher the level of competition (Lebriani, 2019) and (Simamora, 2005).
The following is the ranking of each video-on-demand service provider based on the dimensions of e-service quality that have previously been calculated using the Euclidean distance:
Table 4: The E-Service Quality Dimensions Ranking Summary
E-Service Quality
Dimensions Disney+ Hotstar Viu Vidio Netflix
Efficiency 2 3 4 1
Fulfillment 2 3 4 1
System Availability 1 3 4 2
Privacy 1 3 2 4
Responsiveness 2 3 4 3
Contact 1 3 4 2
Total 9 18 22 11
Ranking 1 3 4 2
It can be seen from the table 4 above that Disney+ Hotstar is in first place with a score of 9 points. Disney+ Hotstar is perceived as superior in terms of system availability, privacy, and contact. Then it is perceived well in the dimensions of efficiency, fulfillment, and responsiveness. After that, Netflix followed with a score of 11 points. Netflix is perceived as superior on the dimensions of efficiency, fulfillment, and responsiveness. Then it is perceived both in terms of system availability and contact, and perceived less well in the dimension of privacy. Then, followed by Viu with a score of 18 points. Viu is perceived quite well in all dimensions of e-service quality. And the last position is occupied by Vidio, with a score of 22 points. Vidio is perceived well on the privacy dimension and is not perceived well on the dimensions of efficiency, fulfillment, system availability, responsiveness, and contact.
5. Conclusion and Recommendation
5.1 Conclusion
Based on the results of research regarding the positioning analysis of video-on-demand services provider in Indonesia based on the dimensions of e-service quality, several conclusions can be
drawn which are expected to provide answers to the problems formulated in this study, which are as follows:
1) Based on the results of the descriptive analysis, respondent perceive that Viu is ranked first based on the dimensions of e-service quality. Followed by Vidio, Netflix, and Disney+ Hotstar.
2) Based on the positioning map, it can be concluded that Disney+ Hotstar and Netflix are in their respective quadrants, so they do not have competitive competition with other services. Then Viu and Vidio are in the same quadrant within a close distance. This shows that the two services are perceived by respondents as having many similarities in the indicators, and that the competition between the two is very competitive.
3) Based on the results of the Euclidean distance calculation, it can be concluded that the most superior video-on-demand service provider based on the positioning mapping is Disney+ Hotstar.
5.2 Recommendation 5.2.1 Practical Aspect
Based on the results that have been described previously, the following are suggestions that can be used for each video-on-demand service provider:
1) On the efficiency dimension, Disney+ Hotstar is perceived well by the respondents.
Disney+ Hotstar is advised to use other log-in options, namely through Facebook as implemented by Netflix, so that Disney+ Hotstar does not lose out in the competition. In the fulfillment dimension, Disney+ Hotstar is perceived well by respondents. Disney+
Hotstar is advised not to be late in presenting content so as not to be left behind by other competitors. In addition, Disney+ Hotstar can also present more superior content, namely original content from Disney. In the system availability dimension, Disney+ Hotstar is perceived as superior by respondents. Disney+ Hotstar makes it easy to share accounts up to a maximum of five devices at once with just one subscription account and with the same log-in method. Of course, this feature needs to be maintained by Disney+ Hotstar so that it becomes a more attractive and attractive video-on-demand service. In the privacy dimension, Disney+ Hotstar is perceived as superior by respondents. In order to maintain the security of user data, Disney+ Hotstar does not use e-mail as a medium for registration.
Of course, this policy needs to be maintained in order to prevent leakage of user data. On the responsiveness dimension, Disney+ Hotstar is perceived well by respondents. It is recommended that Disney+ Hotstar improve again in dealing with user problems and provide appropriate solutions. In the contact dimension, Disney+ Hotstar is perceived as superior by respondents. It is recommended that Disney+ Hotstar can provide a telephone number as a contact center service using Indonesian.
2) On the efficiency dimension, respondents perceive Netflix to be superior. Netflix has many options for logging in, it can be via e-mail, phone number, or Facebook. Users will find it easy to access the Netflix application. This, of course, needs to be maintained by Netflix, considering that only Netflix provides more than one log-in option. In the fulfillment dimension, respondents perceive Netflix as superior. Netflix has provided content with a total of 47,000 series episodes and 4,000 films (tirto.id, 2020) and will continue to grow over time. This, of course, must be maintained by Netflix, considering that Netflix has more content than other video-on-demand services provider. On the system availability dimension, the respondents perceive Netflix well. It is recommended that Netflix increase the maximum number of devices that can be connected from one account, considering that Disney+ Hotstar can reach 5 devices, so Netflix will not lose in the competition. On the privacy dimension, respondents perceive Netflix as not well enough. It is recommended
that Netflix re-increase security in maintaining user information and re-evaluate VPN usage policies because it can threaten the security of user data. In the responsiveness dimension, respondents perceive Netflix as superior. It is recommended that Netflix be faster in responding to problems and providing the right solution. In the contact dimension, respondents perceive Netflix well. Netflix has provided telephone numbers, social media, and e-mail as contact center services. This, of course, needs to be maintained by Netflix because only Netflix provides the three contact center services.
3) On the efficiency dimension, Viu is perceived as quite well by the respondents. It is recommended that Viu create another log-in option using a phone number or Facebook, as Netflix has done. In the fulfillment dimension, Viu is perceived quite well by the respondents. It is recommended that Viu provide more content to its users to make it more attractive to users. In the system availability dimension, Viu is perceived as quite well by the respondents. It is suggested that Viu may consider adding an account sharing feature in the future. On the privacy dimension, Viu is perceived quite well by the respondents. Viu has strictly maintained the security of its users, and Viu also maintains the security of the content it presents by not allowing users to capture the screen while the content is playing.
On the responsiveness dimension, Viu is perceived quite well by the respondents. It is recommended that Viu should be faster in responding to problems that occur. In the contact dimension, Viu is perceived quite well by the respondents. It is recommended that Viu can provide a telephone number as a contact center service using Indonesian.
4) On the efficiency dimension, the respondents perceive the Vidio as not well. It is recommended that Vidio add another log-in option using a phone number or Facebook, as Netflix has done. In the fulfillment dimension, the respondent perceives the Vidio as not well enough. There is still no definite data that mentions the amount of content contained in Vidio, so of course, Vidio needs to increase the amount of content it has. But on the other hand, there are advantages that Vidio has, namely features that allow users to view, upload, and share videos. so that the amount of content contained in the Vidio is enlarged by the users themselves. In the dimension of system availability, the respondents perceive Vidio as not well. It is recommended that Vidio needs to add an account sharing feature in the future so that it can compete with other services. On the privacy dimension, the respondents perceive Vidio well. Vidio is recommended to improve or maintain the security method used. On the responsiveness dimension, the respondents perceive the Vidio as not well. It is recommended that Vidio be more responsive in dealing with consumer problems and provide appropriate solutions. In the contact dimension, the respondent perceives the Vidio as not well. It is recommended that Vidio can provide a telephone number as a contact center service using Indonesian.
5.2.2 Academic Aspect
This study has limited time in the data collection process because this research is a cross- sectional study, or data collection in one period only. Further research can be conducted longitudinally or over a long-term researchs in order to obtain more complete and better results, considering that a person's perception can change due to the influence of other people and the surrounding environment. Then this study does not ask the respondents about domicile, so that further research can add respondent profiles related to domicile to the questionnaire, so that it will provide more benefits for video-on-demand services provider in planning future marketing strategies.
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