Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB)
Monica Desyderya Gultom
Faculty of Social and Politic, Universitas Sumatera Utara, Medan City, Sumatera Utara, Indonesia
Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
THE INFLUENCE OF ELECTRONIC WORD OF MOUTH AND BRAND IMAGE ON THE PURCHASE DECISION OF VIDEO ON DEMAND NETFLIX SUBSCRIPTION: (Study on Netflix Users in Medan City) Monica Desyderya Gultom; Hafiza Adlina; Onan Marakali Siregar
JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS Vol. 2 No. 1 (2022): NOVEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jhssb.v2i1.389

Abstract

The Covid-19 pandemic has caused changes in aspect of life. These changes have influenced the communication industry which created the concept of Video on Demand. Netflix is one of the streaming services that have a variety of shows such as movies, anime, documentaries, and many more. During the first time, Netflix came to Indonesia, they had many issues with government and public services. This research aims to analyze the effect of electronic word of mouth (E-WOM) and brand image on the purchase decision of Netflix subscriptions in Medan city. The research used an associative method with a quantitative approach. The sample and populations in this research are 100 people who have used Netflix in Medan City. Data were collected using a survey method and then analyzed by using simple linier regression. The results of the research conducted reveal that the E-WOM variable (X1) has no significant effect on purchasing decisions. Meanwhile, the brand image variable (X2) has significantly influenced purchasing decisions. However, E-WOM and brand image have an equal (simultaneous) effect on purchase decisions (Y). The result of the correlation coefficient (R) of 0.836, where this coefficient value shows the relationship between E-WOM and brand image on purchasing decisions.
Co-Authors Hafiza Adlina Siregar, Onan Marakali