Analysis of Digital Marketing and Customers Purchase Intention toward Purchasing Decision on Netflix Account During Covid 19 Pandemic in Bandung

E Susilawati, Y Sutisnawati

ICOBEST 2022 - Empowering World Optimism and Revitalization Through Scientific Framework - ISBN

Abstract

During Covid 19 many businesses bankrupt, only less of them can survive, one of them is Netflix. However, during pandemic Netflix users increase significantly because of activity restriction so many people spend a lot of time at home and killing their time by watching Netflix. Beside that, the digital marketing that applied by Netflix also has significant effect towards the increasing numbers of users. This research aims to find the influence of digital marketing and customer intention towards purchasing decision on Netflix account during covid 19 pandemic both partially and simultaneously. Descriptive and quantitative method used in this research. There are 100 Netflix users in Bandung as respondents. The questionnaires are spread using google form. Multiple regression is applied in this research to find the correlation between variables. The result of the research showed there is positive and significant correlation between Digital Marketing towards purchasing decision. As well as customers intention towards purchasing decision also has positive and significant correlation towards purchasing decision. While simultaneously digital marketing and customers intension also has positive and significant correlation towards purchasing decision on Netflix account during covid 19 pandemic ( 71.4%) While the rest (29.6%) is influenced by other factors which is not examined by researchers.

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