Jenita, Nonny Sinfia (2021) Pengaruh Lifestyle, Electronic Word Of Mouth, Dan Brand Image Terhadap Willingness To Subscribe Pada Layanan Over The Top Netflix (Studi Pada Pengguna Netflix). Sarjana thesis, Universitas Brawijaya.
Abstract
Aktivitas yang digemari masyarakat Indonesia salah satunya adalah menonton video online. Layanan streaming over the top yang menjadi pelopor untuk over the top streaming video adalah Netflix. Penelitian ini bertujuan untuk mengetahui pengaruh lifestyle, electronic word of mouth, dan brand image terhadap willingness to subscribe pada pengguna Netflix. Jenis penelitian yang digunakan dalam penelitian ini adalah explanatory research. Penelitian ini menggunakan 200 sampel, sampel tersebut merupakan pengguna Netflix yang berlangganan selama minimal 1 bulan saat pandemi COVID-19 di Indonesia. Pengambilan sampel dengan menggunakan teknik non-probability sampling dengan metode purposive sampling. Metode analisis data dalam pengujian instrumen penelitian dengan menggunakan alat bantu IBM SPSS ver. 25 melalui tahapan Analisis Regresi Linier Berganda dan pengujian hipotesis. Hasil penelitian ini menunjukkan bahwa variabel lifestyle, electronic word of mouth, dan brand image berpengaruh secara signifikan terhadap willingness to subscribe pada pengguna Netflix.
English Abstract
One of the activities favored by Indonesian people is watching online videos. The over-the-top streaming service that is the pioneer for over-the-top video streaming is Netflix. This research aims to determine the influence of lifestyle, electronic word of mouth, and brand image on willingness to subscribe to Netflix users. The type of research used in this research is explanatory research. This study uses 200 samples, these samples are Netflix users who subscribed for at least 1 month during the COVID-19 pandemic in Indonesia. Sampling using non-probability sampling technique with purposive sampling method. Data analysis method in testing research instruments using IBM SPSS ver. 25 through the stages of Multiple Linear Regression Analysis and hypothesis testing. The results of this study indicate that the variables of lifestyle, electronic word of mouth, and brand image have a significant influence on the willingness to subscribe towards Netflix users.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521020165 |
| Uncontrolled Keywords: | Lifestyle, Electronic Word of Mouth, Brand image, Willingness to Subscribe, Lifestyle, Electronic Word of Mouth, Brand image, Willingness to Subscribe |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 10 Jan 2022 04:46 |
| Last Modified: | 22 Feb 2022 07:42 |
| URI: | http://repository.ub.ac.id/id/eprint/188050 |
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