PENGARUH E-WOM, PERCEIVED PRICE, DAN BRAND IMAGE TERHADAP PURCHASE DECISION NETFLIX

Aisya Shavira, . (2023) PENGARUH E-WOM, PERCEIVED PRICE, DAN BRAND IMAGE TERHADAP PURCHASE DECISION NETFLIX. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

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.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111107] [Pembimbing: Bernadin Dwi M] [Penguji 1: Lina Aryani] [Penguji 2: Rosali Sembiring Colia]
Uncontrolled Keywords: E-WOM, Perceived Price, Brand Image, Purchase Decision, Netflix
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Aisya Shavira
Date Deposited: 26 Feb 2024 07:14
Last Modified: 26 Feb 2024 07:14
URI: http://repository.upnvj.ac.id/id/eprint/28163

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