How can Perceived Usefulness and Perceived Ease Of Use Influence Purchase Decision on Netflix Indonesia?
Reminta Lumban Batu, Fajar Ramadhan, Salim Siregar, Sherliana Halim, Danang Kusnanto

Universitas Singaperbangsa Karawang

Abstract

Technological developments make companies experience increasingly fierce competition. Netflix, as an SVOD company with the most significant Technological developments, makes companies experience increasingly intense competition. Netflix, as an SVOD company with the most important number of users in the world, does not necessarily put Netflix in the first position for SVOD services in Indonesia. Netflix employs a strategy of understanding the customer experience. Perceived ease of use and perceived usefulness can influence technology use. This study aims to analyze the effect of perceived effectiveness and perceived ease of use on purchasing decisions for the Netflix application mediated by attitude toward using.
The research uses quantitative research with descriptive and verification approaches. The population of this study is Netflix subscribers, with a sample of 384 respondents calculated using the Issac-Michael formula. The study used a nonprobability sampling technique with a purposive sampling approach. The analysis method uses the Structural Equation Model (SEM) with Lisrel 8.72 and SPSS 21 tools.
The results showed that perceived usefulness and ease of use positively and significantly affected purchasing decisions through an attitude toward using 0.77. The benefit felt by Netflix users in the form of effectiveness and user convenience in the form of ease of learning and using the application will give a good or positive attitude, so indirectly, the decision to make a purchase will also increase.

Keywords: Perceived Usefulness, Perceived Ease Of Use, Attitude Toward Using, Purchase Decision

Topic: Marketing Management, Relationship Marketing, Service Marketing