PENGARUH CONTENT MARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN LAYANAN HIBURAN DIGITAL SUBSCRIPTION VIDEO ON DEMAND (SVOD) NETFLIX

PUTRI, RISTY OKTAVIANI and Nailis, Welly (2025) PENGARUH CONTENT MARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN LAYANAN HIBURAN DIGITAL SUBSCRIPTION VIDEO ON DEMAND (SVOD) NETFLIX. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the impact of content marketing and brand image on the purchasing decision of the digital entertainment subscription video-on-demand (SVOD) service, Netflix. The research uses a quantitative approach with a survey method and a questionnaire as the data collection instrument. The population of this study consists of all Netflix subscribers in Indonesia, with a sample of 100 respondents selected through purposive sampling. Data analysis was performed using multiple linear regression and classical assumption tests to ensure the validity of the research model. The results indicate that content marketing and brand image have a positive and significant effect on purchasing decisions, both simultaneously and partially. Among these variables, brand image (X2) is proven to be the dominant factor influencing purchasing decisions (Y).

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Content Marketing, Brand Image, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Risty Oktaviani Putri
Date Deposited:	06 May 2025 02:11
Last Modified:	06 May 2025 02:17
URI:	http://repository.unsri.ac.id/id/eprint/171531

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