ANALISIS PENGARUH E-WOM INFLUENCE TERHADAP SUBSCRIBE INTENTION DAN ATTITUDE TOWARDS ORIGINAL CONTENT NETFLIX PADA GENERASI Z

Ferdinar Satria, Husada (2024) ANALISIS PENGARUH E-WOM INFLUENCE TERHADAP SUBSCRIBE INTENTION DAN ATTITUDE TOWARDS ORIGINAL CONTENT NETFLIX PADA GENERASI Z. Sarjana thesis, Sekolah Tinggi Informatika & Komputer Indonesia.

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Abstract

This study aims to examine the effect of electronic word of mouth (eWOM influence) on subscription intention and attitude towards original content among Generation Z Netflix users in Indonesia. The background of this study is based on the increasing consumption of OTT content and the important role of eWOM in influencing subscription decisions. The initial hypothesis states that eWOM has a significant influence on attitude and subscription intention. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) method to test the relationship between independent, mediating, and dependent variables. The results showed that eWOM significantly influenced attitude towards original content and subscription intention, with attitude towards original content playing a mediating role. The conclusion of this study is that eWOM plays an important role in shaping Generation Z's attitude and subscription intention towards Netflix. It is suggested that Netflix should utilise eWOM in its marketing strategy to increase positive attitudes and subscription intentions. This research provides insights for OTT service providers on the importance of eWOM in their marketing strategies. Thus, this research is expected to be a reference for further research in the field of digital marketing and consumer behaviour.

Item Type:	Thesis (Sarjana)
Subjects:	Human-centered computing > Accessibility Social and professional topics > User characteristics
Divisions:	Information System
Depositing User:	Unnamed user with username editor_perpustakaan
Date Deposited:	15 Nov 2024 06:38
Last Modified:	15 Nov 2024 07:13
URI:	http://repository.stiki.ac.id/id/eprint/2312

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