Informasi Umum

Kode

22.04.1440

Klasifikasi

658.81 - Marketing Management

Jenis

Karya Ilmiah - Skripsi (S1) - Reference

Subjek

Marketing Management, Video Streaming,

Informasi Lainnya

Abstraksi

<p>The emergence of game broadcasts begins with the development of the game itself. Online games now come with a combination of broadcasting science. Players who perform this activity are called streamers. With the presence of various live streaming platforms that are growing including the presence of Nimo TV, the public's interest in watching live streaming games and esports is also increasing all over the world. Since the success of Nimo TV apps all over the world and more precisely in Indonesia, it is important to analyse the factor that influence people in using Nimo TV. The purpose of this research is to determine the factor that influence people in using Nimo TV in Indonesia and identify the dominant factor of it. This research is descriptive research uses a quantitative method. With the sample in this research is a Nimo TV users in Indonesia as many as 408 respondents were randomly selected by using nonprobability sampling method. The 9 total initial factors used include Value Proposition & App Popularity, Influence, Benefit, Satisfaction with Price & Service, Self Efficacy, Product Features, Lifestyle, Self Expression, and Social Presence. The IBM Statistical Program of Social Science (SPSS) is utilized to conduct data analysis using factor analysis, specifically Confirmatory Factor Analysis (CFA). The results of the research form 7 new factors, namely the Product Attribute, Popularity, Service Quality, Social Presence, User Expertise, Self Expression, Accessibility. With the total contribution of the seven factors that form interest in using the Nimo TV application in Indonesia, 76,36%. Keywords: Factor Analysis, Consumer Behaviour, Nimo TV.</p>

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