Pengaruh Kemudahan Dan E-Wom Terhadap Keputusan Pembelian Layanan Streaming Netflix

Abstract

<p align="justify">Based on the reviews of potential customers, there are complaints in the form of difficulties in purchasing a Netflix subscription account. There are negative comments about the Netflix service through the Google Playstore service, indicating an electronic word of mouth problem. Customers who are willing to leave bad reviews and comments about Netflix, will create a bad perception of Netflix.This study aims to determine the Effect of Easy to use and E-WOM on Purchase Decisions on Netflix Movie Streaming Services. The population is Netflix Movie Streaming Service subscribers with a sample of 100 respondents. The sampling technique used was the purposive sampling technique, with the criteria for testing respondents aged 17 years, customers who had purchased a Netflix subscription account within the last 3 months, followed the Netflix Instagram account. access Netflix at least once a week. The test tool used is Multiple Linear Regression. The results of this study indicate that each variable Ease and E - WOM has a positive and significant effect on purchasing decisions. Then Ease and E -WOM have a joint effect on Purchase Decisions on Netflix Movie Streaming Services. This means that the better the ease of a system, the better the conversation on social media turns out to improve purchasing decisions. This research is expected to be used as the basis for evaluating, determining strategies and policies that can be applied in the future by the Netflix company so that it remains the main choice in becoming a Movie Streaming Service.</p><p><strong>K</strong><strong>ey</strong><strong>w</strong><strong>o</strong><strong>r</strong><strong>d</strong><strong>s</strong>: Easy to Use, E-WOM, Purchase Decisions.</p>

Investigating the Sundanese Traditional Cuisine Proper Names Through Cognitive Linguistic Study for Sundanese Language Learning

“…Several researchers have observed Sundanese traditional food from some regions. Durahmana et al (2022) described the naming of Sundanese foods in the Kuningan region. The result of the study showed that the naming of Sundanese foods in the Kuningan region has three lexical variations: phonological, morphological, and semantic.…”