Netflix Purchase Decisions among University Students: The Role of E-WOM, Price, and Brand Image

Abstract

This study examines the influence of electronic word of mouth (E-WOM), price, and brand image on Netflix streaming service purchase decisions among Management students at Universitas Pelita Bangsa. A quantitative associative approach was used, involving 127 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed with SPSS 25 through validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination. The results show that E-WOM and price have positive and significant effects on purchase decisions, while brand image has a positive but non-significant effect. Simultaneously, E-WOM, price, and brand image significantly influence Netflix purchase decisions, with an adjusted R-square value of 0.647, indicating that 64.7% of purchase decisions are explained by the three variables. These findings highlight that online consumer recommendations and perceived price value are more decisive than brand image in shaping students’ subscription decisions. This study contributes to digital marketing literature by emphasizing the importance of E-WOM and pricing strategies in subscription-based streaming services.