<![CDATA[This study aims to analyze the influence of the popularity of Squid Game Season 3 on Generation Z's intention to subscribe to Netflix in the Greater Jakarta area (Jabodetabek). The development of digital media and Subscription Video on Demand (SVOD) services has transformed entertainment consumption patterns, with Generation Z, as digital natives, showing a strong tendency to follow popular content trends that go viral on social media. The global phenomenon of Squid Game Season 3, which has attracted widespread public attention, provides an important basis for examining how content popularity can influence subscription decisions on streaming platforms. This study employs a quantitative approach using a survey method involving Generation Z respondents in the Greater Jakarta area. The data are analyzed using statistical techniques to examine the relationships between variables and assess the influence of content popularity on subscription intention. The findings indicate that the popularity of Squid Game Season 3 has a positive and significant influence on the intention to subscribe to Netflix. The higher the level of content popularity and exposure experienced by Generation Z, the greater their tendency to subscribe to the service. These findings suggest that social influence, content virality, and emotional engagement with the storyline are key factors in shaping subscription intention. This study further highlights how Netflix's global content strategy and digital distribution can generate strong appeal among younger audiences.]]>
Copyrights © 2026
