Pengaruh Electronic Word of Mouth dan Brand image terhadap Keputusan Pembelian Berlangganan Video On Demand Netflix

Abstract

The Covid-19 pandemic has caused changes in everyone. These changes have influenced the communication industry which created the concept of Video On Demand. Video On Demand services has encouraged business people to create various strategies that can attract consumers. Netflix is one of the streaming services that have a variety of shows such as movies, anime, documentaries, and many more. During the first time, Netflix came to Indonesia, they had many issues with government and public services. The purpose of this research is to analyze the effect of electronic word of mouth (E-WOM) and brand image on the purchase decision of Netflix subscriptions in Medan city. The effect between the E-WOM and the brand image will be analyzed partially or simultaneously on buying decisions of Netflix subscriptions. The research used an associative method with a quantitative approach. The sample and population are 100 people who have used Netflix in Medan City. The primary data collection techniques used in distributed Google Form. Secondary data collection by literature studies. The analytical method used is validity test, reliability test, classic assumption test, multiple linear regression analysis, as well as hypothesis test. The result of this research indicates that the E-WOM variable (X1) has no significant effect on purchasing decisions. Meanwhile, the brand image variable (X2) has significantly influenced buying decisions. However, E-WOM and brand image have an equal (simultaneous) effect on purchase decisions (Y). The result of the correlation coefficient (R) of 0.836, where this coefficient value shows the relationship between E-WOM and brand image on purchasing decisions. The value of the coefficient of determination of this study shows that the variable E-WOM and brand image can explain the variable purchase decision of 69.3%.

Pandemi Covid-19 telah menyebabkan perubahan pada setiap orang. Perubahan tersebut telah mempengaruhi industri komunikasi yang menciptakan konsep Video On Demand. Layanan Video On Demand telah mendorong para pelaku bisnis untuk menciptakan berbagai strategi yang dapat menarik minat konsumen. Netflix merupakan layanan streaming yang merekomendasikan berbagai acara seperti film, anime, dokumenter, dan sebagainya di perangkat yang terhubung ke Internet. Masuknya Netflix ke Indonesia menimbulkan berbagai macam isu baik dari pemerintah maupun masyarakat, namun jumlah pelanggannya. Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth (E-WOM) dan brand image terhadap keputusan pembelian berlangganan Netflix. Pengaruh diantara E-WOM, dan brand image akan dianalisis secara parsial dan simultan terhadap keputusan pembelian. Metode penelitian yang digunakan kuantitatif dengan pendekatan asosiatif. Populasi dan sampel adalah seluruh orang yang pernah menggunakan platform atau layanan Video On Demand Netflix di Kota Medan berjumlah 100 orang. Data primer yang diperoleh dengan menyebarkan google form sedangkan data sekunder melalui studi kepustakaan. Metode analisis data yang digunakan adalah uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, dan uji hipotesis. Hasil penelitian yang dilakukan menunjukkan bahwa variabel E-WOM (X1) tidak berpengaruh secara signifikan terhadap keputusan pembelian. Sementara itu, variabel brand image (X2) berpengaruh secara signifikan terhadap keputusan pembelian. Namun, variabel E-WOM dan brand image secara bersama sama (simultan) terhadap keputusan pembelian (Y). Hasil nilai koefisien korelasi (R) sebesar 0,836, di mana nilai koefisien ini menunjukan hubungan cukup erat antara E-WOM dan brand image terhadap keputusan pembelian. Nilai koefisien determinasi penelitian ini menunjukkan bahwa variabel E-WOM dan brand image dapat menjelasakan variabel keputusan pembelian sebesar 69,3%.