Pengaruh Brand Image dan Harga terhadap Minat Beli Konsumen Belangganan Video On Demand Netflix di Kota Medan (Studi pada Mahasiswa Kota Medan)

Abstract

In the era of the industrial revolution 4.0 as it is today, rapid developments have occurred in the field of technology in various countries, and Indonesia is no exception. Technological media such as digital streaming services are increasingly sophisticated in people's lives. Streaming media platforms are popular among the public, one of which is Netflix. Netflix's brand image and price are important factors in influencing consumers to buy. This study aims to analyze how the influence of brand image and price on the interest in buying Netflix video on demand subscriptions in the city of Medan. The influence between brand image and price will be partially and simultaneously analyzed on buying interest in Medan City. The form of research used in this research is quantitative research with an associative approach. Sampling was carried out through purposive sampling techniques and used 100 respondents as samples. The primary data used in this study were obtained by distributing questionnaires through google form while secondary data were obtained through literature studies. The data analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis test. The results of the study conducted showed that the brand image variable (X1) had a significant effect on buying interest (Y) and the price variable (X2) also had a significant effect on buying interest (Y). Meanwhile, the variables brand image (X1) and price (X2) simultaneously affect buying interest (Y). The coefficient of determination test shows that there is a very close relationship between brand image and price to buying interest with an R value of 0.843. Through the adjusted value of R square, it is also known that the variables brand image and price contributed 70.4% to the variables of buying interest, while the remaining 29.4% was influenced by other variables that were not discussed in this study