Determinan Keputusan Pembelian Netflix: Perspektif Citra Merek, Persepsi Harga, Kualitas Produk Dan Promosi
Year: 2025
Type: article
Study design: Observational Study
Abstract: As technology develops in the film industry, watching streaming films, which was previously only possible in cinemas, is now possible to watch via several devices. The aim of this research is to analyze the influence of brand image, price perception, product quality and promotion on purchasing decisions and to find out which variables are most dominant in purchasing decisions. The analysis method in this research uses quantitative primary data, the test stages carried out are: validity, reliability, normality, heteroscedasticity, multicollinearity, multiple linear regression, F test and t test, multiple coeficient of determination (????2). The data used in this research used a questionnaire instrument and valid data was collected from 120 respondents. The sampling method in this research is nonprobability sampling with the Accidental Sampling technique. The testing tool used is SPSS. The results show that the variables brand image, price perception, product quality and promotion simultaneously influence purchasing decisions. The brand image and promotion variables partially influence purchasing decisions, while the price perception and product quality variables have no influence on purchasing decisions and the most dominant variable in purchasing decisions is the promotion variable.
Institution: Gunadarma University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4410187860