PENGARUH E-WOM, KUALITAS KONTEN TERHADAP SUBSCRIPTION DECISION MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Layanan Streaming Genflix pada Mahasiswa Universitas Diponegoro)

Abstract

ABSTRACT
Subscription decision is the determination of one or more alternative brands or products that will be
subscribed by the buyer. Subscription decision has an indirect impact on the business, which is an indicator
that increases or decreases sales performance. Subscription decision are influenced by several variables,
namely e-WOM, content quality and brand image. The purpose of this study was to determine the
significance of the variables related to the subscription decision, namelye-WOM, content quality andthe
intervening variable brand image on SVOD services from Indonesia, namely Genflix.The number of
respondents used in this research is 102 students of Diponegoro University using the judgement sampling
method which is a representative or sample from theyoung segment in this research. The method used is
SEM quantitative method using AMOSv24. The reason for choosing this method is so that this research
can be carried out in depth to analyze problems related to the subscription decision for Genflix products.
The results of the research shows that several variables have significance, especially on brand image which
has the highest significance value on subscription decision. while thee-WOMvariable has no effect on
subscription decision and has the lowest effect on brand image. In addition, the brand image variable can
mediate the effect of content quality on subscription decision ande-WOMon subscription decision for
Genflix SVOD services