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All Journal Proceeding of International Conference on Entrepreneurship (IConEnt)
Prida Ariani Ambar Astuti
Pulomas Selatan Kav. 22. East Jakarta
Economics, Econometrics & Finance

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Winning the Stream War: An Empirical Comparison of Netflix and Disney+ Hotstar in the Indonesian Market Sanjaya Budi Santoso; Prida Ariani Ambar Astuti
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

The advancement of digital technology has transformed consumer behavior in accessing entertainment, with subscription video-on-demand (SVOD) services emerging as a dominant choice. This study compares Indonesian consumers’ perceptions of two leading SVOD platforms, Netflix and Disney+ Hotstar, across five key variables: user experience, subscription price, intention to subscribe, customer satisfaction, and customer loyalty. A quantitative approach was employed using purposive sampling, involving 180 respondents who had subscribed to both services within the past 12 months. Data were analyzed using SPSS and the non-parametric Wilcoxon Signed-Rank Test. Results reveal significant differences across all variables, with Netflix scoring higher than Disney+ Hotstar in each. These findings indicate that Netflix outperforms Disney+ Hotstar in delivering superior user experience, value for price, subscription intention, customer satisfaction, and loyalty among Indonesian consumers. This aligns with consumer behavior and marketing theories highlighting the influence of experience, pricing, and motivation on satisfaction and loyalty
Reevaluating Brand Power: The Dominant Influence of Word of Mouth and Price in Health Product Purchases Helsi Dominggus; Prida Ariani Ambar Astuti
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

The rising prevalence of diabetes in Indonesia has increased the demand for low-calorie sweetener products such as Diabetasol. However, despite ranking second in the Top Brand Index, its market share has declined over the past five years. This study aims to analyze the influence of brand image, price, and word of mouth on Diabetasol purchase decisions, with purchase intention as a mediating variable. Using a quantitative approach, data were collected through a structured questionnaire survey among members of the Indonesian Diabetes Association (PERSADIA) and analyzed using multiple linear regression, t-tests, F-tests, and the Sobel test. The results indicate that, simultaneously, the three independent variables significantly affect both purchase intention and purchase decisions. Only price and word of mouth directly affect both dependent variables; brand image has no significant direct impact. Purchase intention was found to mediate the influence of price and word of mouth on purchase decisions. These findings, analyzed based on consumer behavior and marketing communication theories, highlight the importance of pricing strategies aligned with perceived value and leveraging consumer testimonials to strengthen purchase decisions.
Co-Authors Helsi Dominggus Sanjaya Budi Santoso