Pengaruh Digital Marketing terhadap Willingness to Subscribe melalui Electronic Word Of Mouth pada Layanan Netflix - Monzana, Alfayed Yudisthira; Saputri, Marheni Eka (Pascasarjana STIE Amkop Makassar, 2022)
Abstrak Netflix merupakan salah satu media penyedia jasa hiburan melalui video atau disebut dengan video on demand. Dengan perkembangan jaman Netflix menggunakan digital marketing sebagai salah satu media untuk memasarkan prodaknya kepada konsumen. Maka dari itu penelitian ini dilakukan agar dapat mengetahui pengaruh dari digital marketing melalui electronic word of mouth terhadap willingness to subscribe pada layanan Netflix. Penelitiani ini menggunakan metode penelitian kuantitatif dan deskriptif dengan jumlah sampel sebanyak 100 responden. Dengan teknik sampling yang digunakan yakni non probability sampling dengan menggunakan metode path analysis (analisis jalur). Pengolahan data salam penelitian ini dilakukan menggunakan SPSS versi 25.Hasil dalam penelitian ini menunjukkan bahwa digital marketing(X) berpengaruh dan signifikan terhadap willingness to subscribe(Y), digital marketing(X) berpengaruh dan signifikan terhadap electronic word of mouth(Z), electronic word of mouth(Z) berpengaruh dan signifikan terhadap willingness to subscribe(Y) serta digital marketing(X) berpengaruh dan signifikan terhadap willingness to subscribe(Y) melalui electronic word of mouth(Z). Kata Kunci : Digital Marketing, Electronic Word Of Mouth, Willingness To Subscribe, Netflix AbstractNetflix is one of the media providers of entertainment services through video or called video on demand. With the development of the era, Netflix uses digital marketing as a medium to market its products to consumers. Therefore, this research was conducted in order to determine the effect of digital marketing through electronic word of mouth on willingness to subscribe to the Netflix service. This study uses quantitative and descriptive research methods with a total sample of 100 respondents. The sampling technique used is non-probability sampling by using the path analysis method (path analysis). Data processing in this research was carried out using SPSS version 25. The results in this study indicate that digital marketing (X) has an effect and is significant on willingness to subscribe (Y), digital marketing (X) has an effect and is significant on electronic word of mouth (Z), electronic word of mouth (Z) has a significant and significant effect on willingness to subscribe (Y) and digital marketing (X) has a significant and significant effect on willingness to subscribe (Y) through electronic word of mouth (Z). Keywords: Digital Marketing, Electronic Word Of Mouth, Willingness To Subscribe, Netflix