THE INFFLUENCE OF PROMOTION AND CUSTOMERS ENGAGEMENT ON PURCHASE INTENTION (STUDY CASE: NETFLIXID INSTAGRAM FOLLOWERS)

ANDHIKA ABDURACHMAN NABIL

Informasi Umum

Kode

23.04.2434

Klasifikasi

658.81 - Marketing Management

Jenis

Karya Ilmiah - Skripsi (S1) - Reference

Subjek

Business Management, Promotion-media,

Dilihat

183 kali

Informasi Lainnya

Abstraksi

The development of industry in Indonesia has progressed. This situation makes the condition of business competition tighter. People in Indonesia started to follow the entertainment industry that used to using the television and now they could watch in everywhere and anywhere with the online streaming platform such as Netflix, Disney+, Youtube, etc.

To Find out whether there is an influence of promotion and engagement on purchase intention (study case: Netflix customer purchase intention). The object of this research is Netflix users in Indonesia. The research methodology that used in this research is quantitative method. The absence of quantitative approaches, such as interviews, to gain a deeper understanding of consumer insights and experiences that may affect consumer purchasing intention may help to refine future research. The data sampling will be used in this research is the non-probability technique because getting responses using non-probability technique is faster and more cost-effective than probability sampling because the sample is known to the researcher.

The result shows that there are two significant factors that influence purchase intention of NetflixID Instagram Followers in Indonesia, namely promotion and customer engagement have a significant positive effect on purchase intention.

Keywords: Promotion, Customers Engagement, Customer Purchase Intention, Netflix.