Social Media Content, Customer Experience, Product Quality, and Purchase Decisions

Abstract

ABSTRAKAnalisis keputusan berlangganan bisnis perlu dilakukan untuk mendapatkan strategi pemasaran yangtepat. Banyak sekali platform digital yang saat ini ada, dimana salah satu yang paling sukses dan banyakdigunakan oleh orang Indonesia diantara kompetitor-kompetitor lainnya di dunia industri Video on Demandadalah Netflix. Penelitian ini bertujuan untuk menganalisis adakah pengaruh perilaku konsumen, citra merek,dan minat pembelian pada Keputusan Berlangganan aplikasi Netflix. Populasi pada penelitian ini adalahpelanggan dan/atau pengguna aplikasi Netflix yang tinggal di Area Jabodetabek yang dilakukan denganmetode purposive sampling dan terkumpul 100 responden. Penelitian diolah dengan bantuan softwareSmartPLS 3.0 dan didapatkan hasil (1) Perilaku konsumen berpengaruh positif dan tidak signifikan dengankoefisien 0,071 terhadap Keputusan Berlangganan, (2) Citra Merek berpengaruh positif dan signifikandengan nilai koefisien 0,293 terhadap Keputusan Berlangganan, (3) Minat Pembelian berpengaruh positif dansignifikan dengan koefisien 0,430 terhadap Keputusan Berlangganan. Adapun kontribusi secara bersama-sama variabel perilaku konsumen, citra merek, dan minat pembelian yang ditunjukkan nilai adjusted R Squaresebesar 50% dan sisanya sebesar 50% dipengaruhi oleh variabel lain diluar model dari penelitian ini.Kata kunci : perilaku konsumen, citra merek, minat pembelian, dan keputusanberlangganan.ABSTRACTAnalysis of business subscription decisions needs to be done to get the right marketing strategy. Manydigital platforms currently exist, and one of the most successful and widely used by Indonesians among othercompetitors in the Video on Demand industry is Netflix. This study aims to analyze whether there is aninfluence of consumer behavior, brand image, and purchase intention on the purchase decision for the Netflixapplication. The population in this study are subscribers and/or users of the Netflix application who live in theJabodetabek area. The study was carried out using a purposive sampling method and collected 100respondents. The research was processed with the help of SmartPLS 3.0 software, and the results wereobtained: (1) Consumer behavior has a positive and insignificant effect with a coefficient of 0.071 onpurchasing decisions, (2) Brand image has a positive and significant effect with a coefficient value of 0.293on purchasing decisions, (3) Purchase intention has a positive and significant effect with a coefficient of 0.430on purchasing decisions. The joint contribution of the variables of consumer behavior, brand image, andpurchase intention is shown by the adjusted R Square value of 50% and the remaining 50% is influenced byother variables outside the model of this study.Keyword : consumer behavior, brand image, purchase intention and subscription decision