The Effect of Brand Image and Price Perception on Netflix Video on Demand Subscription Decision

Abstract

Along with technological advances, it has led to a shift in lifestyle, one of which is in the way of watching movies, which in the past could only be enjoyed through theaters, TV, and DVDs / VCDs, now it can also be enjoyed through streaming video service platforms, one of which is the Netflix application. This study’s goal was to ascertain how brand impression and pricing perception affected consumers’ decisions to subscribe to Netflix video on demand.. This research is quantitative in nature with primary data obtained from distributing questionnaires. The research sample used a convenience sampling technique of 100 respondents who are Netflix customers and live in Surabaya. Data analysis for this research is supported by SmartPLS 4.0. The findings of this study show that price perceptions and brand perceptions both significantly affect subscription decisions for Netflix video on demand in Surabaya.