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All Journal Journal of Accounting and Finance Management (JAFM)
Ardelia Yuliani, Rasyidah
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Economics, Econometrics & Finance

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The Influence of Content and System Quality, Sales Promotion and Convenience Towards Freemium Platform Satisfaction Mustikasari, Faranita; Maryanto Putra, Bima; Chrisa Anjani Setiawan, Levina; Ardelia Yuliani, Rasyidah
Journal of Accounting and Finance Management Vol. 6 No. 6 (2026): Journal of Accounting and Finance Management (January - February 2026)
Publisher : DINASTI RESEARCH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jafm.v6i6.2939

Abstract

This study examines how content quality, system quality, sales promotion, and convenience can affect resubscription intention of the Freemium Over the Top platform. Users of this platform has free but limited access or paid with premium features and can subscribe to more than one platform. Hence, user loyalty is reflected as resubscription. The churn rate on Freemium is higher than the subscription Video on Demand platform, because customers can return to the free service at any time. It becomes challenge for the Freemium Over the Top to maintain its customer base, especially their subscriber. This study uses a quantitative method with 300 nonprobability - convenience sampling respondents, who have subscribed to Over the Top for at least 1 month. Data analysis using Partial Least Square with the results that content quality, system quality, sales promotion, convenience can affect customer satisfaction levels and resubscription intentions. This study also found that users have different preferences, and understanding these preferences can increase user conversion from free to paid. The results of this study can help business actors in the Freemium Over the Top to increase users’ satisfaction and desire to resubscribe.
Co-Authors Chrisa Anjani Setiawan, Levina Maryanto Putra, Bima Mustikasari, Faranita