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How Can Perceived Usefulness and Perceived Ease of Use Influence Purchase Decision on Netflix Indonesia?

In: Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)

Author

Listed:
  • Reminta Lumban Batu

    (Universitas Singaperbangsa Karawang)

  • Fajar Ramadhan

    (Universitas Singaperbangsa Karawang)

  • Salim Siregar

    (Universitas Singaperbangsa Karawang)

  • Sherliana Halim

    (Universitas Singaperbangsa Karawang)

  • Danang Kusnanto

    (Universitas Singaperbangsa Karawang)

Abstract

This study aims to analyze the effect of perceived usefulness and perceived ease of use on purchasing decisions for the Netflix application mediated by attitude toward using. The research uses quantitative research with descriptive and verification approaches. The population of this study is Netflix subscribers with a sample of 384 respondents calculated using the Issac-Michael formula. The study used a nonprobability sampling technique with a purposive sampling approach. The analysis method uses the Structural Equation Model (SEM) with Lisrel 8.72 and SPSS 21 tools. The results showed that perceived usefulness and perceived ease of use had a positive and significant effect on purchasing decisions through attitude toward using of 0.77. The usefulness felt by Netflix users in the form of effectiveness and user convenience in the form of ease of learning and using the application will give a good or positive attitude, so indirectly the decision to make a purchase will also increase.

Suggested Citation

  • Reminta Lumban Batu & Fajar Ramadhan & Salim Siregar & Sherliana Halim & Danang Kusnanto, 2024. "How Can Perceived Usefulness and Perceived Ease of Use Influence Purchase Decision on Netflix Indonesia?," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Sulastri Sulastri & Lisnawati Lisnawati (ed.), Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), pages 474-483, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-443-3_61
    DOI: 10.2991/978-94-6463-443-3_61
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