Pengaruh Harga, Brand Image dan Electronic Word Of Mouth Terhadap Minat Beli Layanan Premium pada Aplikasi Streaming Video Netflix pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara

Abstract

The purpose of this study was to determine and analyze the effect of Price, Brand Image and Price on Purchase Interest in premium services on the Netflix video streaming application for Students of the Faculty of Economics and Business, University of North Sumatra. This type of research is associative research. The population in this study were students of the Faculty of Economics and Business, University of North Sumatra, active in 2018-2024, who are still active and have never used video streaming services on the Netflix application, the number of which is unknown and as many as 96 people became samples obtained using nonprobability sampling techniques. The data collection methods in this study were questionnaires and documentation studies. The analysis method used is descriptive analysis method and multiple linear regression analysis method. The results of this study indicate that simultaneously Price, Brand Image and Electronic Word of Mouth have a significant effect on Purchase Intention of premium services on the Netflix video streaming application for students of the Faculty of Economics and Business, University of North Sumatra. Partially, the variables Price, Brand Image and Electronic Word of Mouth have a positive and significant effect on Purchase Intention of premium services on the Netflix video streaming application for students of the Faculty of Economics and Business, University of North Sumatra.