| dc.description.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 | en_US |
