Impact of Digital Marketing Strategies, Brand Image, and Influencers on Netflix Purchase Decisions

Rizky Hidayat, Rita Ambarwati

Abstract


The research was conducted to analyze the influence of digital marketing strategies, brand image, and influencers on purchasing decisions for Netflix products. The study was analyzed using the questionnaire spread method to find out the significant outcomes of Netflix usage decisions as well as the impact of brand image and digital marketing on the social community. The results of this study showed that each variable has a strong influence on Netflix usage decisions. This can be seen from the results of acquisition and data processes that show significant value, starting with digital marketing that is well branded by the influencer so that Netflix users get information digitally easily

Keywords


Strategic of Digital Marketing; Brand Image; Impact Influencer; Purchase Decision.

Full Text:

PDF

References


Azalia, D W, and R H Magnadi, ‘Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Pada Layanan Video On Demand (Studi Pada Pengguna Netflix)’, Diponegoro Journal of …, 9 (2020), 1–12

Chang, Sue-Ting, and Jia-Jhou Wu, ‘A Content-Based Metric for Social Media Influencer Marketing’, Industrial Management & Data Systems, 2023

Fauzita, Karina Saskia., ‘Pengaruh Electronic Service Quality Terhadap Keputusan Pembelian Dan Dampaknya Pada Kepuasan Layanan VIDEO ON-DEMAND NETFLIX (Studi Pada Mahasiswa Di Kota Bandung)’, Diponegoro Journal of Accounting, 2.1 (2022), 2–6

Hendrawan, Maychel Ferry, ‘Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Ulang Paket Netflix’, JMPPK: Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 01.4 (2022), 562–71

Hosain, Md Sajjad, and Abdullah Mohammad Ahshanul Mamun, ‘The Nexus between Social Media Advertising and Customers’ Purchase Intention with the Mediating Role of Customers’ Brand Consciousness: Evidence from Three South Asian Countries’, Business Analyst Journal, 44.2 (2023), 84–105

Jamil, Raja Ahmed, Urba Qayyum, Syed Ramiz ul Hassan, and Tariq Iqbal Khan, ‘Impact of Social Media Influencers on Consumers’ Well-Being and Purchase Intention: A TikTok Perspective’, European Journal of Management and Business Economics, 2023

Kamanda, Shandrya Victor, ‘Jurnal Mantik The Effect of Price and Service Quality on the Decision to Choose Shopee E-Commerce in Kibing Village Batam’, 7.2 (2023)

Pilipets, Elena, ‘From Netflix Streaming to Netflix and Chill: The (Dis)Connected Body of Serial Binge-Viewer’, Social Media and Society, 5.4 (2019), 2019

Pirraglia, Emilio, Felice Giuliani, Roberta De Cicco, Claudio Di Berardino, and Riccardo Palumbo, ‘The Role of Emotions in B2B Product Advertising on Social Media: A Family Business Case Study’, Journal of Family Business Management, 13.1 (2023), 146–65

Rahmadini, Ita, ‘PENGARUH DIGITAL MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND AWARENESS PADA LAYANAN STREAMING DIGITAL NETFLIX ( Studi Pada Mahasiswa STIESIA Surabaya ) Sekolah Tinggi Ilmu Ekonomi Indonesia ( STIESIA ) Surabaya’, Jurnal Ilmu Dan Riset Manajemen, 12.1 (2023)

Rahmawati, Sofianisa, Tandiyo Pradekso, and Djoko Setyabudi, ‘Pengaruh Brand Image Dan Persepsi Harga Terhadap Keputusan Pembelian Layanan Subscription Video On-Demand (SVOD) Netflix’, Interaksi Online, 11.1 (2023), 1–21

Rufaida, Bakrie, ‘Pengaruh Ewom, Brand Image, Dan Brand Trust Terhadap Keputusan Pembelian VOD Netflix’, Syntax Literate : Jurnal Ilmiah Indonesia, 6.11 (2021), 5911–27

Sari, Widya Novita, ‘Pengaruh Brand Image Squid Game Terhadap Loyalitas Pelanggan Netflix Pada Remaja Di Kota Bandung’, Open Library Telkom University, 9.2 (2022), 1264–74

Wardhani, Anindya Khrisna, and Arina Nuraliza Romas, ‘Analysis of Digital Marketing Strategies in the Covid-19 Pandemic’, EXERO : Journal of Research in Business and Economics, 4.1 (2022), 29–53




DOI: https://doi.org/10.21107/pamator.v17i1.24487

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Rizky Hidayat, Rita Ambarwati

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Creative Commons License

Jurnal Pamator : Jurnal Ilmiah Universitas Trunojoyo by Universitas Trunojoyo Madura is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Terindeks oleh: