Media Communication dan Brand Passion terhadap Purchase Intention pada Brand Netflix di JABODETABEK

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Published: Jul 28, 2024
DOI: https://doi.org/10.24912/jmk.v6i3.31614
Keywords:
komunikasi sosial media, gairah merek, minat beli, social media communication, brand passion, purchase intention
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Jennifer Jennifer
Universitas Tarumanagara
Sanny Ekawati
Universitas Tarumanagara

Abstract

Pada tahun 2022 netflix kehilangan 970 ribu pelanggan yang disebabkan oleh ketatnya persaingan diantara bisnis layanan streaming. Tujuan penelitian ini adalah untuk menguji secara empiris pengaruh aktivitas social media communication dan brand passion terhadap purchase intention pada Netflix. Desain yang digunakan dalam penelitian ini adalah deskriptif melalui pendekatan kuantitatif. Pengambilan sampel dengan teknik purposive sampling dan ukuran sampel dalam penelitian ini 108 responden. Data diperoleh dengan menggunakan instrumen kuesioner dalam bentuk google form yang disebar melalui media sosial. Analisis data dilakukan dengan menggunakan Evaluasi Model Struktural (Inner Model). Hasil uji penelitian menunjukkan bahwa social media communication dan brand passion berpengaruh signifikan pada purchase intention brand Netflix.
 

In 2022, Netflix lost 970,000 subscribers due to fierce competition among streaming service businesses. The purpose of this study is to empirically examine the effect of social media communication activities and brand passion on purchase intention on Netflix. The design used in this research is descriptive through a quantitative approach. Sampling using purposive sampling technique and the sample size in this study was 108 respondents. Data was obtained using a questionnaire instrument in the form of a google form distributed via social media. Data analysis was carried out using Structural Model Evaluation (Inner Model). The results of the research test show that social media communication and brand passion have a significant effect on the purchase intention of the Netflix brand.

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Vol. 6 No. 3 (2024): Jurnal Manajerial dan Kewirausahaan
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Author Biographies

Jennifer Jennifer, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Sanny Ekawati, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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