Pengaruh Electronic Word Of Mouth, Persepsi Harga Dan Brand Image Terhadap Keputusan Berlangganan Pada Netflix (Studi Kasus di Kota Malang)

Abstract

Abstract

 

This research aims to test and explain the influence of Electronic Word of Mouth, price perception and brand image on Netflix subscription decisions (case study in the city of Malang). The sampling technique uses a non-probability sampling method with purposive sampling technique. In this research, the population size is unknown, therefore this research uses the Hair formula to determine the number of samples and obtained results of 120 respondents. This research uses primary data analysis sources and data collection methods using online questionnaires (Google From) for data using SPSS Version 29 software to analyze instrument tests, classical assumption tests, multiple linear regression tests, hypothesis tests, and coefficient of determination tests. The results of this research show that (1) the electronic word of mouth variable, price perception and brand image simultaneously influence the subscription decision on Netflix (2) the electronic word of mouth variable has a significant influence on the subscription decision on Netflix (3) the price perception variable influences significant influence on the decision to subscribe to Netflix (4) the brand image variable has a significant influence on the decision to subscribe to Netflix.

 

Keywords : Electronic Word Of Mouth, Price Perception, Brand Image, Subscription Decisions