PENGARUH ELECTRONIC WORD OF MOUTH (EWOM) DAN PERCEIVED VELUE TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA LAYANAN STREAMING NETFLIX

Abstract

This study aims to determine the effect of Electronic Word of Mouth and Perceived Value on Purchase Intention through Brand Image. The population in this study are users of the Netflix application who have subscribed to the Netflix streaming service. The retrieval method is through a purposive zsampling technique with z data collection using a questionnaire with the criteria of being at least 15 years old, users of streaming service applications using the Netflix application, users who subscribe to Netflix once a month. Obtained a sample of 135 people. The statistical tool used is Path Analysis (Path Analyis). Data processing uses SPSS Stistic 23 software. The results of this study develop that Electronic Word of Mouth and Perceived Value have an effect on Brand Image. Then Perceived Value and Brand Image have a positive effect on Purchase Intention. Then Electronic Word of Mouth and Brand Image have an effect on Purchase Intention.