PENGARUH E-WOM, PERCEIVED PRICE, DAN BRAND IMAGE TERHADAP PURCHASE DECISION NETFLIX
Technological advancements have the potential to address the challenges of societal movement due to the Covid-19 pandemic, and one notable solution is the availability of alternative entertainment options such as Netflix. As a company providing Video on Demand services, Netflix has emerged as a prim...
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2023-12-11.
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| 520 | |a Technological advancements have the potential to address the challenges of societal movement due to the Covid-19 pandemic, and one notable solution is the availability of alternative entertainment options such as Netflix. As a company providing Video on Demand services, Netflix has emerged as a primary innovation in delivering flexible and accessible entertainment content that can be enjoyed anytime, anywhere. The purpose of this research is to determine, analyze, and prove the influence of E-WOM, perceived price, and brand image on purchase decision. The population in this study are subscribers or users of Netflix who live in South Jakarta. This research is a quantitative research with a purposive sampling method using 100 respondents. The research was processed using SmartPLS 4.0 software. The analysis results obtained are: (1) E-WOM has a significant influence with a coefficient of 0.268 on the purchase decision, (2) Perceived price does not have a significant influence with a coefficient of 0.184 on the purchase decision, (3) Brand image has a significant influence with a coefficient of 0.371 on the purchase decision. The adjusted R-square value shows that collectively, E-WOM, perceived price, and brand image contribute 54.2%, while the remaining 45.8% is influenced by other variables outside the model of this study. | ||
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