Title: Consumer behaviour analysis in video streaming purchases in Indonesia by implementing 7P's marketing strategy using quality function deployment

Authors: Marenda Deni Pradana; Tristyanti Yusnitasari; Rizki Ariyani

Addresses: Gunadarma University, Margonda Raya Street Number 345c, Depok, Beji, Depok, West Java, 16424, Indonesia ' Gunadarma University, Margonda Raya Street Number 345c, Depok, Beji, Depok, West Java, 16424, Indonesia ' Gunadarma University, Margonda Raya Street Number 345c, Depok, Beji, Depok, West Java, 16424, Indonesia

Abstract: Video is a technology for capturing, recording, processing, transmitting and rearranging moving images. Videos can be packed on VCDs, DVDs, and Blue-ray discs. In the millennial era, there are many websites and video streaming applications. With smartphones, video streaming applications can be enjoyed anytime and anywhere with a variety of video genres. In addition, video streaming also sell videos legally such as http://www.iflix.com, http://www.hooq.tv, http://www.netflix.com. Video streaming can increase competition to attract conventional video products. In this case, the company needs the right strategy to increase the purchase volume by understanding consumer needs. The objective of the study is to see and analyse consumer behaviour regarding video streaming purchases to improve video streaming recognition in Indonesia. The decision to purchase by consumers is affected by 7P (product, marketing strategies price, place, promotion, people, physical evidence, and process). A 7P marketing strategies is one of ways that can be used to analyse behaviour consumptive in the buying video streaming. In this study, to get the information about the consumption of video done through the questionnaire, data obtained from respondents will be processed using the quality function deployment (QFD) method.

Keywords: video streaming; consumer behaviour; 7P's marketing mix; quality function development.

DOI: 10.1504/IJISAM.2022.128549

International Journal of Information Systems and Management, 2022 Vol.2 No.3, pp.226 - 242

Received: 15 Feb 2020
Accepted: 14 Sep 2020
Published online: 26 Jan 2023 *

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