Model of the intention of registration on video-on-demand streaming services: A Perspective of brand image and e-WOM in Netflix Indonesia

Hanan Laras Sabrina, R Arief Helmi, Rita Komaladewi and Syahmardi Yacob
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Hanan Laras Sabrina: Magister Study Program in Management Science, Faculty of Economics and Business, Padjdjaran University, Bandung, Indonesia
R Arief Helmi: Magister Study Program in Management Science, Faculty of Economics and Business, Padjdjaran University, Bandung, Indonesia
Rita Komaladewi: Magister Study Program in Management Science, Faculty of Economics and Business, Padjdjaran University, Bandung, Indonesia
Syahmardi Yacob: Faculty of Economics and Business, University of Jambi

International Journal of Research in Business and Social Science (2147-4478), 2022, vol. 11, issue 2, 74-82

Abstract: Business competition in the era of globalization is increasingly dynamic and complex, especially in the video-on-demand entertainment industry. The increasing number of competitors nowadays makes the company look for strategies to capture and maintain market share. Likewise, it is also easy to find information with increasingly sophisticated internet technology. VOD companies are very active in marketing their products through social media. With so many VOD brands, the researcher wanted to see brand image, e-WOM, and the intention of registration for potential consumers. The first is to find out how the effect of the brand image on the intention of registration. Second, to find out how e-WOM influences register intent. Third, to determine the impact of brand image and e-WOM on the intention of registration —the model tests in major cities in Indonesia with online questionnaire survey techniques. Then use PLS analysis with quantitative methods. The result shows that brand image affects the intention of registration, e-WOM affects the intention of registration and brand image, and e-WOM together strongly affects the customers’ intention of registration. Key Words:Brand Image, E-Wom, Register Intention

Date: 2022
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