Olczewski, Prully Stanislous (2023) Pengaruh Brand Image, Kualitas Produk, dan Persepsi Harga terhadap Minat Berlangganan Ulang Pada Layanan Video on Demand (VOD) Netflix di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In recent decades, technology has undergone rapid advancements, especially with the growth of the internet and telecommunications technology. One of the activities that people engage in for entertainment using the internet is watching videos. Regarding the internet as an entertainment medium, particularly in the context of video streaming, it has influenced changes in the communication industry, giving rise to the concept of subscription-based Video on Demand (VOD) services. This research aims to investigate the impact of Brand Image, Price Perception, and Product Quality on the intention to re-subscribe to Netflix's VOD service in Surabaya. The study was conducted with 120 respondents who met the criteria of having previously subscribed to Netflix and residing in Surabaya. The non-probability and purposive sampling methods were employed for participant selection. The analytical technique used in this research was Partial Least Square analysis. Primary data was collected through a questionnaire, with a Likert scale used to measure the variables in the study. The results of this research indicate that Brand Image, Price Perception, and Product Quality have a positive and significant influence on the intention to resubscribe to Netflix's VOD service in Surabaya. Keywords: Netflix, Brand Image, Price Perception, Product Quality, Intention to Resubscribe
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Ms. Prully Olczewski | ||||||||
| Date Deposited: | 25 Sep 2023 10:26 | ||||||||
| Last Modified: | 25 Sep 2023 10:26 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/18199 |
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