Pengaruh Lifestyle dan E-Service Quality terhadap Keputusan Pembelian Netflix pada Generasi Z
DOI:
https://doi.org/10.32493/frkm.v8i1.45129Abstract
Teknologi informasi dan internet yang terus berkembang telah mengubah manusia dalam berinteraksi, termasuk dalam hal konsumsi hiburan. Salah satu platform streaming yang populer saat ini adalah Netflix. Netflix adalah layanan berlangganan yang menyediakan berbagai jenis konten audiovisual seperti film, acara TV, dan dokumenter, yang dapat diakses secara online melalui internet. Penelitian ini bertujuan untuk mengidentifikasi aspek-aspek paling mempengaruhi keputusan pembelian Netflix pada Generasi Z dengan menggabungkan pengetahuan tentang lifestyle dan e-service quality. Penelitian kuantitatif dipilih pada penelitian ini yaitu dengan melakukan penyebaran dan pengumpulan data, melalui kuesioner Google Form. Populasi yang digunakan adalah seluruh pengguna Netflix di Indonesia yang berusia 17 – 21 tahun dengan minimal telah melakukan pembelian Netflix minimal 1 kali dalam tiga bulan terakhir. Ada pun sampel yang digunakan berjumlah sebanyak 100 responden
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