INFLUENCE OF SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH ON NETFLIX PURCHASING DECISION
Abstrak
Today's business competition requires marketers to always innovate in implementing Social Media Marketing using ideas, goods, or services. In line with the rapid development of information technology, the exchange of information between consumers no longer occurs face to face but can also be done via the internet, resulting in the development of E-WOM. This research method is an explanatory survey method. Social media marketing influences Y by 17.2%. and Electronic word of Mouth influenced Y by 56.9%. In this research, there is a positive impact on the company. No matter how small the influence of social media marketing and electronic word of mouth will have a positive impact on the company.
Referensi
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Arsyalan, A. G., Nur, D. S., Octavia, A., Rusli, C. A., Mulyandi, M. R. R., Nst, V. F. H., Dewi, N. S., Sudiksa, I. B., Padmawati, N. M., Suasana, I. G. A. K. G., Prayoga, I., Mulyandi, M. R. R., Noviandi, A., Yulindasari, E. R., & Fikriyah, K. (2019). the Impact of Electronic Word of Mouth on Shopee ’ S Purchasing. E-Jurnal Manajemen Universitas Udayana, 8(1), 25–29.
Astuti, R., Ardila, I., & Lubis, R. R. (2019). Pengaruh Promosi Dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Merek Converse The Effect of Promotion and Product Quality on the Purchase Decision of Converse Brand Shoes. Akmami, 2(2), 204–219.
Auditya, A., & Hidayat, Z. (2021). Netflix in Indonesia: Influential Factors on Customer Engagement among Millennials’ Subscribers. Journal of Distribution Science, 19(1), 89–103. https://doi.org/10.15722/jds.19.1.202101.89
Desyderya Gultom, M., Adlina, H., & Siregar, O. M. (2022). THE INFLUENCE OF ELECTRONIC WORD OF MOUTH AND BRAND IMAGE ON THE PURCHASE DECISION OF VIDEO ON DEMAND NETFLIX SUBSCRIPTION (Study on Netflix Users in Medan City). THE INFLUENCE OF ELECTRONIC WORD OF MOUTH AND BRAND IMAGE ON THE PURCHASE DECISION OF VIDEO ON DEMAND NETFLIX SUBSCRIPTION (Study on Netflix Users in Medan City), 2(1), 1–6. https://ojs.transpublika.com/index.php/JHSSB/
Dwyer, T., Shim, Y., Lee, H., & Hutchinson, J. (2018). Comparing Digital Media Industries in South Korea and Australia: The Case of Netflix Take-Up. International Journal of Communication, 12, 4553–4572.
ETTA MAMANG SANGADJI. (2013). PERILAKU KONSUMEN Pendekatan praktis disertai Himpunan jurnal penelitian (SOPIAH (ed.)). YOGYAKARTA ANDI. http://katalogdisperpusipbondowoso.perpusnas.go.id/detail-opac?id=6214
Freddy Rangkuti. (2013). Analisis Swot: Teknik Membedah Kasus Bisnis. jakarta.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context. In SpringerBriefs in Business.
Lavuri, R., & Susandy, G. (2020). Green Products: Factors Exploring the Green Purchasing Behavior of South Indian Shoppers. Indonesian Journal of Sustainability Accounting and Management, 4(2), 174. https://doi.org/10.28992/ijsam.v4i2.229
Nabilah, M. (2023). Jumlah Pelanggan Netflix di Seluruh Dunia (Kuartal I 2022-Kuartal I 2023). https://databoks.katadata.co.id/datapublish/2023/06/15/netflix-raih-175-juta-pelanggan-baru-pada-kuartal-i-2023
Rachmah, S. A., & Madiawati, P. N. (2022). Pengaruh Storytelling Marketing dan Electronic Word of Mouth terhadap Keputusan Pembelian Café Kisah Manis Jalan Sunda di Kota Bandung melalui Content Marketing Creator TikTok. ATRABIS: Jurnal Administrasi Bisnis (e-Journal), 8(1), 48–60. http://www.jurnal.plb.ac.id/index.php/atrabis/article/view/918
Sarwono, J. (2006). metode penelitian kuantitatif & kualitatif (pertama). graha ilmu.
Susandy, G., & Prasetyo, Y. E. (2019). Social Network and Organizational Leadership at the Higher Education Institution: A Case Study. Indonesian Journal of Sustainability Accounting and Management, 3(1), 37. https://doi.org/10.28992/ijsam.v3i1.70
Susandy, G., Sari, D., Helmi, R. A., & Komaladewi, R. (2023). Digital Marketplace Branding Model. Quality - Access to Success, 24(193), 68–75. https://doi.org/10.47750/QAS/24.193.08
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