PENGARUH CITRA MEREK, GAYA HIDUP, DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN
(Studi pada Pengguna Layanan Berlangganan Netflix di Jakarta Selatan)
DOI:
https://doi.org/10.69714/8bfwp318Keywords:
Brand Image, Lifestyle, Content Marketing, Purchasing DecisionAbstract
Netflix is a video on demand application that provides various film entertainment. The purpose of this research is to determine the influence that purchasing decisions have on brand image, lifestyle and content marketing. A quantitative approach using the population of all Netflix subscription service users in South Jakarta is. The technique used is non-probability sampling because the population size is not known with certainty. Data was collected through distributing questionnaires. The sample used in this research was 97 respondents who were determined by purposive sampling using specified criteria. Data were analyzed using SPSS version 27 software. The research results showed that purchasing decisions were significantly influenced by brand image, lifestyle, and content marketing had a significant influence on purchasing decisions.
References
C. M. Annur, “Ada 185 Juta Pengguna Internet di Indonesia pada Januari 2024”. Accessed: May 17, 2024. [Online]. Available: https://databoks.katadata.co.id/datapublish/2024/02/27/ada-185-juta- pengguna-internet-di-indonesia-pada-januari-2024
M. L. Wayne, “Netflix, Amazon, and Branded Television Content in Subscription Video on Demand Portals,” Media, Cult. Soc., vol. 40, no. 5, pp. 725–741, Jul. 2018, doi: 10.1177/0163443717736118.
S. Rahmawati, T. Pradekso, and D. Setyabudi, “Pengaruh Brand Image, dan Persepsi Harga Terhadap Keputusan Pembelian Layanan Subscription Video on Demand (SVOD) Netflix,” Interak. Online, vol. 11, no. 1, pp. 1–21, 2023, [Online]. Available: https://www.fisip.undip.ac.id
P. Kotler and K. L. Keller, Manajemen Pemasaran Edisi 12 Jilid 1 & 2, 12th ed. Jakarta: PT. Indeks, 2016.
N. J. Setiadi, Perilaku Konsumen: Perspektif Kontemporer pada Motif, Tujuan, dan Keinginan Konsumen. Jakarta: PrenadaMedia Group, 2019. [Online].
B. Simamora, Memenangkan Pasar dengan Pemasaran Efektif dan Profitabel. Jakarta: PT Gramedia Pustaka Utama, 2016.
R. Tasruddin, “Tren Periklanan di Media Sosial,” J. Komodifikasi, vol. 5, pp. 15–20, 2017, [Online].
Available: http://journal.uin-alauddin.ac.id/index.php/Komodifikasi/article/view/5504
B. Bening and L. Kurniawati, “The Influence of Content Marketing toward the Customer Engagement of Tokopedia Users in Yogyakarta,” Proc. Int. Conf. Technol. Educ. Sci., pp. 138–148, 2019, [Online]. Available: http://jurnal.ustjogja.ac.id
F. Tjiptono, Strategi Pemasaran, 3rd ed. Yogyakarta: Andi Offset, 2019.
P. Kotler and G. Armstrong, Principles of Marketing (14th Edition), 14th ed. Prentice Hall, 2011. Accessed: May 19, 2024. [Online]. Available: https://z-library.se/book/1217563/334af7/principles- of-marketing-14th-edition.html
T. G. Rufaida, “Pengaruh EWOM, Brand Image, dan Brand Trust Terhadap Keputusan Pembelian VOD Netflix,” Syntax Lit. J. Ilm. Indones., vol. 6, 2021.
D. Alverina and R. Syarif, “Pengaruh Citra Merek, Gaya Hidup, dan Social Media Marketing Terhadap Keputusan Pembelian pada Brand Sancraft di Jakarta,” 2023. [Online]. Available: https://journals.upi-yai.ac.id/index.php/Ikraith-Ekonomika
S. Mahardini, V. Gryffin Singal, M. Hidayat, S. Tinggi, and I. E. Yai, “Pengaruh Content Marketing dan Influencer Marketing Terhadap Keputusan Pembelian pada Pengguna Aplikasi TikTok di Wilayah DKI Jakarta,” 2023. [Online]. Available: http://journals.upi-yai.ac.id/index.php/Ikraith- Ekonomika
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Jurnal Ilmiah Manajemen dan Akuntansi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
