PENGARUH ELECTRONIC WORD OF MOUTH, HARGA, DAN BRAND IMAGE TERHADAP MINAT BELI APLIKASI FILM NETFLIX

Muhammad Naufal Deanto, . (2024) PENGARUH ELECTRONIC WORD OF MOUTH, HARGA, DAN BRAND IMAGE TERHADAP MINAT BELI APLIKASI FILM NETFLIX. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is entitled “The Effect of Electronic Word of Mouth, Price, and Brand Image on Purchase Intention of the Netflix Film Application” which aims to analyze the effect of Electronic Word of Mouth (eWOM), price, and Brand Image on purchase intention of the Netflix application. As one of the leading streaming platforms, Netflix offers millions of movies and series in various genres, supported by extensive eWOM, competitive pricing strategies, and a strong brand image. This study uses a quantitative approach involving 100 respondents selected using purposive sampling technique. Data was collected through an online questionnaire distributed via WhatsApp, Instagram, and Line. The analysis was carried out using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method with SmartPLS 4.0 software. The results showed that the Eletronic Word of Mouth and Brand Image variables had a significant effect on purchase intention, while the price variable did not have a significant effect. These findings suggest that consumers are more influenced by reviews and brand image compared to the price factor in Netflix subscription interest.

Item Type:	Thesis (Skripsi)
Additional Information:	[No.Panggil: 2110111224} [Pembimbing: Siti Hidayati] [Penguji 1: Alfatih S. Manggabarani] [Penguji 2: Pusporini}
Uncontrolled Keywords:	Electronic Word of Mouth, Price, Brand Image, Purchase Intention
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	MUHAMMAD NAUFAL DEANTO
Date Deposited:	05 Mar 2025 04:38
Last Modified:	05 Mar 2025 04:38
URI:	http://repository.upnvj.ac.id/id/eprint/35797

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