Analysis of Factors Affecting Subscription Interest on Netflix Using UTAUT2

Development of the internet has had a major impact on people’s lives. One of the entertainment services using the internet is Subscription Video-on-Demand (SVoD). SVoD is a service that provides unlimited access to information media to subscribed users. SVoD service in Indonesia that has experienced a high increase in subscription users is Netflix. With the increase in the number of users and the emergence of other SVoD service providers, Netflix needs a business strategy in facing business competition to attract the attention of new consumers and retain existing customers. This study aims to analyze the formation factors of interest in subscribing to Netflix using the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) method. The research data was collected by distributing online questionnaires and obtained 400 respondents. Analysis of research hypotheses using Structural Equation Modeling (SEM) with SmartPLS software. Results showed that behavioral intention, content availability, facilitating conditions, habit, performance expectancy, price value, and social influence variables had a significant impact on SVoD subscription intentions on Netflix.