<![CDATA[This study aims to determine the influence of Electronic Word of Mouth and promotions on Netflix subscription decisions among Management students at Universitas Negeri Makassar, with user experience acting as a mediating variable. The primary focus is to identify how Electronic Word of Mouth and promotions affect customer decisions and to assess the extent to which user experience mediates and strengthens this relationship, thereby ensuring continued customer usage of Netflix services. This quantitative study employs a causal approach and a survey method involving 94 active Management students at Universitas Negeri Makassar who use Netflix; participants were selected using purposive sampling. Data were collected via questionnaires and analyzed using Partial Least Squares-based Structural Equation Modeling (SEM-PLS) with the aid of SmartPLS software. The results indicate that Electronic Word of Mouth has a positive and significant influence on Netflix subscription decisions. Similarly, promotions have a positive and significant impact on these decisions. Furthermore, user experience positively and significantly mediates the influence of Electronic Word of Mouth and promotions on Netflix subscription decisions among the Management students. Based on these findings, it can be concluded that students' subscription decisions are driven by credible digital reviews and attractive promotions, and are further reinforced by a satisfying user experience. Therefore, optimizing Electronic Word of Mouth, implementing adaptive promotions, and enhancing user experience quality should be pursued as effective digital marketing strategies.]]>
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