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All Journal JTEV (Jurnal Teknik Elektro dan Vokasional Economac: Jurnal Ilmiah Ilmu Ekonomi Jurnal Inovasi Pendidikan Ekonomi Cakrawala Repositori Imwi Jurnal Ecogen Jurnal Aplikasi IPTEK Indonesia Jurnal Salingka Nagari Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Marwan Marwan
Universitas Negeri Padang
Humanities Control & Systems Engineering Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Social Sciences Other

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Netflix dan Mahasiswa: Analisis Empiris Perceived Value, Brand Engagement, dan Niat Penggunaan Lanjutan Regita Yuliana Siregar; Marwan Marwan
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 5 No. 1 (2025): Maret : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v5i1.6195

Abstract

This study aims to analyze the effect of perceived value on continuance usage intention with customer brand engagement as a mediating variable in the context of Netflix video-on-demand service usage among students of the Faculty of Economics and Business, Universitas Negeri Padang. A quantitative approach was employed using a survey method through the distribution of questionnaires via Google Form. A total of 90 respondents were included in the sample. Data analysis was conducted using SmartPLS 3. The results reveal that perceived value has a positive but not statistically significant direct effect on continuance usage intention. In contrast, perceived value has a positive and significant effect on customer brand engagement, which in turn significantly influences continuance usage intention. Furthermore, customer brand engagement mediates the relationship between perceived value and continuance usage intention. These findings indicate that consumer engagement with the brand plays a crucial role in strengthening the impact of perceived value on the intention to continue using the service. The practical implication of this study suggests that Netflix should focus on enhancing consumer perceived value through content and pricing strategies, while also fostering emotional, cognitive, and behavioral engagement to sustain user loyalty and service continuity, particularly among university students.
Co-Authors Abel Tasman Arizal, M. Armiati Armiati Asmar Yulastri Asrul Huda Ayu Lestari Hutajulu Bagus Shandy Narmaditya Bustari Muchtar Cahyanda Nofrita Dilla Puspita Hadi Dola Permata Sari Elfizon Elfizon Elvi Rahmi Febbyo Millendra Gita Viona Khairani Hasan Basri Durin Intan Josi Ramadhani Kemala Nilam Syuri Mayang Hesti Putri Melati Yustantia Mira Wira Wardani Monica Wulandari Netra Surianto Niva Yelfina Nurzahra Suardi Oknaryana, Oknaryana Puja Stevani Radiatul Fadila Rahma Yani Rahmat Ramadhan Ranti Novira Refina Saputri Regita Yuliana Siregar Reni Julita Ria Susanti Rika Dewi Rose Rahmidani Shaftian Trianwenda Syamwil, Syamwil Tri Kuniawati Tri Kurniawati Tria Anggina Putri Viky Agustian Yuriza Maulidina Zuwita Permata Sari