Skripsi

PENGARUH CONTENT MARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN LAYANAN HIBURAN DIGITAL SUBSCRIPTION VIDEO ON DEMAND (SVOD) NETFLIX

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Penilaian

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This study aims to analyze the impact of content marketing and brand image on the purchasing decision of the digital entertainment subscription video-on-demand (SVOD) service, Netflix. The research uses a quantitative approach with a survey method and a questionnaire as the data collection instrument. The population of this study consists of all Netflix subscribers in Indonesia, with a sample of 100 respondents selected through purposive sampling. Data analysis was performed using multiple linear regression and classical assumption tests to ensure the validity of the research model. The results indicate that content marketing and brand image have a positive and significant effect on purchasing decisions, both simultaneously and partially. Among these variables, brand image (X2) is proven to be the dominant factor influencing purchasing decisions (Y).

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507002345	T171531	T1715312025	Central Library (REFERENCE)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1715312025

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2025

Collation

xviii, 91 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.07

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Manajemen

Specific Detail Info

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Statement of Responsibility

TUTI

Other version/related

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