Pengaruh Manfaat Utilitarian dan Manfaat Hedonis serta Status Sosial terhadap Keputusan Perpindahan Merek dari Televisi Kabel ke Netflix

Asty Almaida (Fakultas Ekonomi dan Bisnis, Departemen Manajemen, Universitas Hasanuddin, Makassar)
Dedi Hariadi Saputra (Fakultas Ekonomi dan Bisnis, Departemen Manajemen, Universitas Hasanuddin, Makassar)

Jurnal Bisnis dan Pemasaran Digital
Vol. 1 No. 1 (2021): Juli

Purpose: The purpose of this study is to determine the effect of utilitarian, hedonic, and social benefits on brand switching decisions from cable television to Netflix. Research Methodology: The data for this study were gathered via questionnaires and a review of the literature. Purposive sampling was used to collect data from 92 respondents who were active undergraduate students at the Faculty of Economics and Business Unhas in the 2016-2018 academic year and used the Video on Demand (VoD) Netflix service. Multiple regression analysis, F test (simultaneous), and T test are used in the analysis (partial). Results: The findings indicated that utilitarian benefits and social status had a positive and significant effect on brand switching decisions, whereas hedonic benefits had a negative and insignificant effect. Simultaneously, utilitarian, hedonic, and social benefits all have a positive and significant effect on brand switching decisions.