The Influence of Electronic Word of Mouth (E-WOM), Perceived Price, and E-Service Quality on The Decision to Subscribe to NETFLIX Streaming Services In Medan City

Abstrak

This study aims to find out how the influence of electronic word of mouth (e-WOM), price perceptions, and electronic service quality on the decision to subscribe to Netflix streaming services in Medan City. The number of research samples is 100 respondents. Based on the research instrument test stated that all data is valid and reliable. Based on the classical assumption test, it is stated that the data is normally distributed and the multicollinearity test shows that the calculation of the Variance Inflation Factor (VIF) value is <10, which means that there is no multicollinearity in the data being tested. Based on the results of the t-test and the regression coefficients, it shows that electronic word of mouth (e-WOM), price perceptions, and electronic service quality partially have a positive and significant effect on the decision to subscribe to the Netflix streaming service. The coefficient of determination test shows that 65.7 percent of the subscription decision variable is explained by electronic word of mouth (e-WOM), price perception and electronic service quality.