Article Per Year (5 Year)
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This Author published in this journals
All Journal Journal of Economic, Bussines and Accounting (COSTING) IKRA-ITH EKONOMIKA Jurnal Syntax Transformation JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Indonesian Journal of Business Analytics (IJBA) Jurnal Pelita Ilmu Score: Jurnal Lentera Manajemen Pemasaran GLOBAL: Jurnal Lentera BITEP Jurnal Pengabdian Masyarakat Review: Journal of Multidisciplinary in Social Sciences Talent: Journal of Economics and Business
Langgeng Sri Handayani
Universitas Pelita Bangsa
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Netflix Purchase Decisions among University Students: The Role of E-WOM, Price, and Brand Image Syahrul Ardiansyah; Langgeng Sri Handayani
Talent: Journal of Economics and Business Vol. 4 No. 02 (2026): June 2026
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/jeb.v4i02.1370

Abstract

This study examines the influence of electronic word of mouth (E-WOM), price, and brand image on Netflix streaming service purchase decisions among Management students at Universitas Pelita Bangsa. A quantitative associative approach was used, involving 127 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed with SPSS 25 through validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination. The results show that E-WOM and price have positive and significant effects on purchase decisions, while brand image has a positive but non-significant effect. Simultaneously, E-WOM, price, and brand image significantly influence Netflix purchase decisions, with an adjusted R-square value of 0.647, indicating that 64.7% of purchase decisions are explained by the three variables. These findings highlight that online consumer recommendations and perceived price value are more decisive than brand image in shaping students’ subscription decisions. This study contributes to digital marketing literature by emphasizing the importance of E-WOM and pricing strategies in subscription-based streaming services.
Influencer Marketing Credibility, Content Interactivity, and Millennial Purchase Decisions: Evidence from Local Fashion Consumers in Bekasi Kamaliyah Jalista Tryasningrum; Langgeng Sri Handayani
Review: Journal of Multidisciplinary in Social Sciences Vol. 3 No. 03 (2026): March 2026
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/rjmss.v3i03.1175

Abstract

The development of social media has transformed marketing strategies, particularly through influencer marketing and interactive content. This study aims to analyze the influence of influencer marketing credibility and social media content interactivity on purchase decisions of local fashion products among millennials in Bekasi City. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to millennial respondents who actively use social media and have purchased local fashion products based on influencer recommendations. Data analysis was conducted using Partial Least Square–Structural Equation Modeling (PLS-SEM). The results indicate that influencer marketing credibility has a positive and significant effect on purchase decisions. In addition, social media content interactivity also has a positive and significant influence on purchase decisions of local fashion products. These findings suggest that trust in influencers and high levels of consumer engagement through interactive content play an important role in shaping millennials' purchase decisions. This study is expected to provide practical insights for local fashion businesses in developing effective digital marketing strategies.
Co-Authors Adelia Anggraeni Laksmawan Alya Lutfia Efendi Faridz Nugroho Gina Aulia Dewi Jizenji Tyas Wirastomo Jizenji Tyas Wirastomo Kamaliyah Jalista Tryasningrum Maghdina Jayanty Mareta Bayanie Mawar Ayu Lestari Maya Trisdiyana Putri Nurmalasari R. R. Wening Ken Widodasih Rahmat Hidayat Syahrul Alim Syahrul Ardiansyah