Positioning analysis of video-on-demand service provider in Indonesia based on e-service quality dimensions
List of Authors
  • AMA Suyanto , Kirana Damayanti

Keyword
  • e-service quality, multidimensional scaling, positioning, video-on-demand

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.

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