Record Details

The Purchase Decisions Analysis of Netflix Users in Indonesia

Wacana Journal of Social and Humanity Studies

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Field Value
 
Title The Purchase Decisions Analysis of Netflix Users in Indonesia
 
Creator Basuki, Rizqy Aziz
Eddja, Cynthia
 
Subject quality of service
price
promotion
purchase decision
netflix
 
Description Indoor entertainment has experienced relatively high growth, especially during the COVID-19 pandemic. People are allocating more of their spending to paid subscription-based streaming services. One of the most widely used companies by Indonesians is Netflix. Netflix users in Indonesia continue to increase yearly, even though many competitors offer competitive prices. Netflix is constantly innovating and developing, improving the quality of its service and promoting in various media in various ways. The object of this study is Netflix in Indonesia, and the sample of this study is users who have used and purchased Netflix in Indonesia. The data collection method in this study was by collecting questionnaires through Google Forms with a total of 315 respondents. The data analysis technique used in this study is PLS-SEM using SmartPLS 3.3.3 and SPSS 26.0 for validity, reliability, and descriptive analysis. The results showed that the quality of service, price, and promotion positively and significantly affected the purchase decisions of Netflix users in Indonesia.
 
Publisher Sekolah Pascasarjana Universitas Brawijaya
 
Date 2022-08-24
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier https://wacana.ub.ac.id/index.php/wacana/article/view/989
 
Source Wacana Journal of Social and Humanity Studies; Vol. 25 No. 2 (2022)
2338-1884
1411-0199
 
Language eng
 
Relation https://wacana.ub.ac.id/index.php/wacana/article/view/989/556
 
Rights Copyright (c) 2022 Wacana Journal of Social and Humanity Studies
 


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