Netflix Subscription Interest in Generation Z: Mobile Advertising, Service Quality, and Price Perception

Yulinasari Gabriela Maranatha and Subur Karyatun ()
Additional contact information
Yulinasari Gabriela Maranatha: National University, Faculty of Economics and Business
Subur Karyatun: National University, Faculty of Economics and Business

A chapter in Proceedings of the International Conference on Business, Management, Accounting and Sustainable Economy (ICBMASE 2023), 2024, pp 199-207 from Springer

Abstract: Abstract Generation Z is a generation that has been in contact with the digital world since birth. It is interesting to know how the generation always close to technology responds to their interest in subscribing to entertainment applications. Therefore, this research aims to analyze the influence of mobile advertising, service quality, and price perceptions on Generation Z’s Netflix subscription interest. This research uses primary data by distributing questionnaires to 100 respondents interested in one of the online streaming applications, namely Netflix. The data analysis technique uses multiple linear regression analysis methods and uses SPSS version 26 software. This research result shows that the mobile advertising, service quality, and price perception variables positively and significantly affect subscription interest. With positive and significant results for the three independent variables on the dependent variable, it shows that Generation Z is interested in subscribing to Netflix because of mobile advertising, service quality, and the appropriate price. Price perception for Generation Z is the biggest contribution. Therefore, Netflix must be able to maintain price stability to be able to compete in this market.

Keywords: Mobile Advertising; Service Quality; Perceived Price; and Purchase Intention (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-394-8_20

Ordering information: This item can be ordered from
http://www.springer.com/9789464633948

DOI: 10.2991/978-94-6463-394-8_20

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().