The Factors Influencing Free-to-air Digital TV Viewing Behavioral Intention of the People in Greater Jakarta, Indonesia
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Abstract
The transformative impact of the Internet on human behavioral dynamics, including the viewing habits of Indonesian individuals, particularly with regard to television consumption, has been widely acknowledged. Despite the increasing adoption of Internet technology among Indonesians, the prevalence of digital TV viewership has not surpassed that of traditional television viewers as of 2022. This study delves into the factors that influence the behavioral intentions of individuals residing in Greater Jakarta, Indonesia, with respect to their engagement with free-to-air digital television content. Framed within the theoretical construct of the Theory of Planned Behavior, the study scrutinizes the determinants associated with the behavioral intention to consume free-to-air digital television content from ABCTV among the populace of Greater Jakarta, Indonesia. Specifically, the research explores the impact of attitude toward behavior, subjective norms, and perceived behavioral control on the intention to watch ABCTV content. To analyze the demographic and behavioral data, descriptive statistics were employed, while multiple regression analysis was conducted to test the formulated hypotheses.
The results showed that the majority of respondents identified as students, bachelor's degree, with an average monthly income ranging from 1,000,000 to 5,000,000 Indonesian Rupiah. Best time to watch TV is 18:00–00:00, most preferred platform is YouTube, and most favorite program is Talkshow. The main findings reveal that all three factors include attitude toward behavior, subjective norm, and perceived behavioral control have significant and positive influence on the intention to watch ABCTV. Moreover, the study identifies that individuals in Greater Jakarta find it more convenient to watch ABCTV programs on YouTube than traditional TV platforms, including Free-to-air Digital TV and Pay TV. These findings can serve as a valuable reference for enhancing the Indonesian Television Industry and developing more engaging programs that cater to the preferences of Indonesian viewers.
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