ANALISIS KEPUTUSAN BERLANGGANAN APLIKASI NETFLIX DI AREA JABODETABEK
Analysis of business subscription decisions needs to be done to get the right marketing strategy. Many digital platforms currently exist, and one of the most successful and widely used by Indonesians among other competitors in the Video on Demand industry is Netflix. This study aims to analyze wheth...
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2023-01-03.
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| 500 | |a http://repository.upnvj.ac.id/23007/3/ARTIKEL%20KI.pdf | ||
| 520 | |a Analysis of business subscription decisions needs to be done to get the right marketing strategy. Many digital platforms currently exist, and one of the most successful and widely used by Indonesians among other competitors in the Video on Demand industry is Netflix. This study aims to analyze whether there is an influence of consumer behavior, brand image, and purchase intention on the purchase decision for the Netflix application. The population in this study are subscribers and/or users of the Netflix application who live in the Jabodetabek area. The study was carried out using a purposive sampling method and collected 100 respondents. The research was processed with the help of SmartPLS 3.0 software, and the results were obtained: (1) Consumer behavior has a positive and insignificant effect with a coefficient of 0.071 on purchasing decisions, (2) Brand image has a positive and significant effect with a coefficient value of 0.293 on purchasing decisions, (3) Purchase intention has a positive and significant effect with a coefficient of 0.430 on purchasing decisions. The joint contribution of the variables of consumer behavior, brand image, and purchase intention is shown by the adjusted R Square value of 50% and the remaining 50% is influenced by other variables outside the model of this study. | ||
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