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All Journal EKONOMIS : Journal of Economics and Business
I Gusti Agung Ayu Dian Priskila Chandra
Faculty of Economics and Business, Universitas Mahasaraswati Denpasar
Economics, Econometrics & Finance

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The Nexus of Price Perception, Lifestyle, and Word of Mouth: Influencing Purchasing Decisions for Netflix Subscription Packages in Denpasar City I Nengah Suardhika; I Gusti Agung Ayu Dian Priskila Chandra; Ni Putu Cempaka Dharmadewi Atmaja
Ekonomis: Journal of Economics and Business Vol 10, No 2 (2026): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v10i2.2356

Abstract

Consumers' decisions to purchase products or services are crucial to the success of a business. Therefore, businesses must identify and understand the factors that influence customer satisfaction to effectively engage and support customers. This study aims to analyze the influence of price perception, lifestyle, and word-of-mouth (WOM) on the decision to purchase a Netflix subscription in Denpasar. The study involved 96 respondents selected using purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression. The results revealed that the purchase decision was positively and significantly influenced by price perception. The decision to purchase a Netflix subscription was also positively and significantly influenced by lifestyle and word-of-mouth. It is important to note that these findings are unique to Denpasar and may not be applicable to other regions due to variations in local market dynamics and customer behavior. This emphasizes the need for further studies to examine similar elements in various contexts.
Co-Authors I Nengah Suardhika Ni Putu Cempaka Dharmadewi Atmaja