IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-394-8_20.html

Netflix Subscription Interest in Generation Z: Mobile Advertising, Service Quality, and Price Perception

In: Proceedings of the International Conference on Business, Management, Accounting and Sustainable Economy (ICBMASE 2023)

Author

Listed:
  • Yulinasari Gabriela Maranatha

    (National University, Faculty of Economics and Business)

  • Subur Karyatun

    (National University, Faculty of Economics and Business)

Abstract

Generation Z is a generation that has been in contact with the digital world since birth. It is interesting to know how the generation always close to technology responds to their interest in subscribing to entertainment applications. Therefore, this research aims to analyze the influence of mobile advertising, service quality, and price perceptions on Generation Z’s Netflix subscription interest. This research uses primary data by distributing questionnaires to 100 respondents interested in one of the online streaming applications, namely Netflix. The data analysis technique uses multiple linear regression analysis methods and uses SPSS version 26 software. This research result shows that the mobile advertising, service quality, and price perception variables positively and significantly affect subscription interest. With positive and significant results for the three independent variables on the dependent variable, it shows that Generation Z is interested in subscribing to Netflix because of mobile advertising, service quality, and the appropriate price. Price perception for Generation Z is the biggest contribution. Therefore, Netflix must be able to maintain price stability to be able to compete in this market.

Suggested Citation

  • Yulinasari Gabriela Maranatha & Subur Karyatun, 2024. "Netflix Subscription Interest in Generation Z: Mobile Advertising, Service Quality, and Price Perception," Advances in Economics, Business and Management Research, in: Ahmad Farabi & Sharifah Nabilah Syed Salleh & Qurroh Ayuniyyah & Nawalin Nazah (ed.), Proceedings of the International Conference on Business, Management, Accounting and Sustainable Economy (ICBMASE 2023), pages 199-207, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-394-8_20
    DOI: 10.2991/978-94-6463-394-8_20
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-394-8_20. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.