PENGARUH CONTENT MARKETING, KUALITAS PELAYANAN DAN HARGA TERHADAP MINAT BELI PAKET BERLANGGANAN PLATFORM STREAMING NETFLIX INDONESIA

MAULINDA, SINTHA (2022) PENGARUH CONTENT MARKETING, KUALITAS PELAYANAN DAN HARGA TERHADAP MINAT BELI PAKET BERLANGGANAN PLATFORM STREAMING NETFLIX INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the effect of Content Marketing, Service Quality and Price on Interest in Buying Packages Subscriptions to the Indonesian Netflix Streaming Platform. This research is a quantitative type that uses primary and secondary data. The sampling technique used in this research is non-probability sampling with a purposive sampling method. Data collection techniques in this study used a questionnaire that was distributed to 190 respondents who became the sample in this study. Data analysis was carried out using Partial Least Square (PLS) analysis through smart-PLS 3.0 statistical software. The results of the hypothesis analysis show that content marketing has a positive and significant effect on the interest in buying subscription packages on the Netflix Indonesia streaming platform, the quality of service has a positive and insignificant effect on the interest in buying subscription packages on the Netflix Indonesia streaming platform, and the price has a positive and significant effect on the interest in buying subscription packages on the Netflix Indonesia streaming platform. Keywords: Content Marketing, Service Quality, Price and Purchase Interest Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Content Marketing, Kualitas Pelayanan dan Harga terhadap Minat Beli Paket Berlangganan Platform Streaming Netflix Indonesia. Penelitian ini merupakan jenis kuantitatif yang menggunakan data primer dan sekunder. Teknik sampling yang digunakan dalam penelitian ini adalah non-probability sampling dengan metode purposive sampling. Teknik pengumpulan data pada penelitian ini menggunakan kuesioner yang disebarkan kepada 190 responden yang menjadi sampel dalam penelitian ini. Analisis data dilakukan dengan menggunakan analisis Partial Least Square (PLS) melalui software statistik smart-PLS 3.0. Hasil analisis hipotesis menunjukan bahwa content marketing berpengaruh positif dan signifikan terhadap minat beli paket berlangganan platform streaming Netflix Indonesia, kualitas pelayanan berpengaruh positif dan tidak signifikan terhadap minat beli paket berlangganan platform streaming Netflix Indonesia, dan Harga berpengaruh positif dan signifikan terhadap minat beli paket berlangganan platform streaming Netflix Indonesia. Kata Kunci: Content Marketing, Kualitas Pelayanan, Harga dan Minat Beli

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 22 277
Call Number:	SE/31/22/175
NIM/NIDN Creators:	43118010224
Uncontrolled Keywords:	Content Marketing, Kualitas Pelayanan, Harga dan Minat Beli
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ADELINA HASNA SETIAWATI
Date Deposited:	30 Nov 2022 06:55
Last Modified:	30 Nov 2022 06:55
URI:	http://repository.mercubuana.ac.id/id/eprint/72085

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