Analisis Pengaruh Brand Awareness, Brand Association, dan Perceived Quality terhadap Keputusan Pembelian pada Video on Demand Netflix di Media Sosial X
DOI:
https://doi.org/10.58192/wawasan.v4i4.5069Keywords:
Brand Association, Brand Awareness, Netflix, Perceived Quality, Purchasing DecisionAbstract
This study aims to examine the influence of brand awareness, brand association, and perceived quality on the purchasing decisions of Netflix Video on Demand (VOD) services among X (formerly Twitter) users. This research employed a quantitative approach with a causal associative design. The population consisted of Netflix users active on platform X, with a sample of 155 respondents selected through purposive sampling. Data were collected through an online questionnaire and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and the coefficient of determination using SPSS 25. The results indicate that brand awareness, brand association, and perceived quality each have a positive and significant partial and simultaneous effect on purchasing decisions. The Adjusted R Square value of 0.862 indicates that 86.2% of the variation in purchasing decisions is explained by these three variables, while the remaining 13.8% is influenced by other factors outside the model. The findings suggest that higher brand awareness, stronger brand associations, and better perceived service quality significantly enhance consumers' decisions to subscribe to Netflix. Therefore, Netflix should continue strengthening its branding strategy and maintaining service quality to encourage purchasing decisions and sustain its competitiveness in the video-on-demand industry.
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