The Purchase Decisions Analysis of Netflix Users in Indonesia

Authors

  • Rizqy Aziz Basuki Kwik Kian Gie Business School
  • Cynthia Eddja

Keywords:

quality of service, price, promotion, purchase decision, netflix

Abstract

Indoor entertainment has experienced a fairly high growth, especially during the COVID-19 pandemic. People are allocating more of their spending on paid subscription-based streaming services. One of the most widely used companies by Indonesians is Netflix. Netflix users in Indonesia continue to increase from year to year, even though many competitors offer competitive prices. Netflix is always innovating and developing and 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 had a positive and significant effect on the purchase decisions of Netflix users in Indonesia.

Author Biography

Rizqy Aziz Basuki, Kwik Kian Gie Business School

Business Administration

Published

2022-08-24

Issue

Section

Articles