PENGARUH USER EXPERIENCE, VARIASI PRODUK dan SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN BERLANGGANAN LAYANAN STREAMING VIDEO ON DEMAND (Studi pada pengguna Layanan SVOD Netflix di Kebumen)

Amini, Yulfah (2025) PENGARUH USER EXPERIENCE, VARIASI PRODUK dan SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN BERLANGGANAN LAYANAN STREAMING VIDEO ON DEMAND (Studi pada pengguna Layanan SVOD Netflix di Kebumen). Skripsi thesis, Universitas Putra Bangsa.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh user experience, variasi
produk, dan social media marketing terhadap keputusan berlangganan layanan
streaming video on demand Netflix di Kabupaten Kebumen. Data dikumpulkan
melalui kuesioner online kepada 45 responden yang merupakan pelanggan Netflix.
Analisis dilakukan dengan regresi linier berganda. Hasil penelitian menunjukkan
bahwa ketiga variabel independen tersebut berpengaruh positif dan signifikan
terhadap keputusan berlangganan, dengan variasi produk menjadi faktor yang
paling dominan.
Kata kunci: User Experience, Variasi Produk, Social Media Marketing, Keputusan
Berlangganan

Item Type: Thesis (Skripsi)
Additional Information: S25.212
Uncontrolled Keywords: User Experience, Variasi Produk, Social Media Marketing, Keputusan Berlangganan
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Yulfah Amini
Date Deposited: 08 Sep 2025 06:34
Last Modified: 08 Sep 2025 06:34
URI: http://eprints.universitasputrabangsa.ac.id/id/eprint/6641

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