Pengaruh Perceived Usefulness dan Perceived Ease of Use Terhadap Minat Berlangganan Layanan Streaming Netflix (Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis S-1 Universitas Sumatera Utara)

Abstract

The objective of this research is to determine and analyze the influence of Perceived Usefulness and Perceived Ease of Use on Purchase Intention for Netflix streaming services among students of the Faculty of Economics and Business, University of Sumatera Utara. This research is associative in nature. The population in this study consists of active students of the Faculty of Economics and Business, University of Sumatera Utara for the academic years 2022-2025, who are currently active and have never used video streaming services on the Netflix application, with an unknown total number. A sample of 100 individuals was obtained using nonprobability sampling technique. The data collection methods employed in this research are questionnaires and documentation study. The analytical methods used are descriptive analysis and multiple linear regression analysis. The results of this study indicate that simultaneously, Perceived Usefulness and Perceived Ease of Use have a significant influence on Subscription Intention for Netflix streaming services among students of the Faculty of Economics and Business, University of Sumatera Utara. Partially, the variables of Perceived Usefulness and Perceived Ease of Use have a positive and significant influence on Subscription Intention for Netflix streaming services among students of the Faculty of Economics and Business, University of Sumatera Utara.