DETERMINANT FACTORS AFFECTING PODCAST USERS’ ACCEPTANCE TO LISTEN TO PODCAST

• Main Author: Griselda Triumami, Alda
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/48871
• Institution: Institut Teknologi Bandung

The growth of Information and Technology Systems which has an impact on changes in behavior patterns has resulted in users consuming digital media. Digital audio entertainment seeks to have consumers’ attention by representing audio with its flexibility. The presence of podcasts as on-demand audio services attracts Internet users because of their flexibility, which can be heard anytime and anywhere with any device. The growth of podcast users in Indonesia that tends to be fairly slow is the main focus in this research. This study aims to determine the factors that affect podcast users' acceptance in listening to podcasts, exclusively in Indonesia in order to help podcasters and podcast platform developers to develop appropriate strategies to increase the Indonesian market and the number of listeners. This study adapted the model constructed by Venkatesh et al., namely UTAUT 2, that has seven main constructs regarding factors that influence the behavioral intentions to use technology and technology use behavior. This research will use a quantitative approach through a questionnaire with PLS-SEM as a data processing technique to analyze the relationship of performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, habit, behavioral intention, and technology use behavior. The study will be limited to 270 podcast users aged 18-34 in Jakarta and Bandung. The result indicates that habit directly and indirectly affects the use behavior. Hedonic motivation, price value, indirectly affect the use behavior of podcast users. Meanwhile, facilitating conditions directly affect the user behavior of podcast users. The findings are expected to understand the podcast users’ acceptance towards podcasts and help the companies to gain insights for the right strategy in order to escalate the market and gain more profit.