Sakagiri, Surya (2023) THE IMPACT OF DIGITAL MARKETING TO PURCHASE INTENTION WITH CONSUMER ENGAGEMENT AND BRAND IMAGE AS INTERVENING VARIABLE (STUDY OF NETFLIX STREAMING SERVICE). S1 thesis, Universitas Atma Jaya Yogyakarta.
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Abstract
The use of the internet and other digital technologies has increased exponentially, impacting the daily lives of billions of people worldwide. Customers can access movies and TV shows through over-the-top (OTT) services, which are sent directly over the Internet. The importance of digital marketing done by Netflix has increased significantly due to its application in internet-based companies and its capacity to engage customers, brand image, and purchase intention. It is taken from Habib, Hamandeh, Hassan’s on the journal titled The Relationship Between Digital Marketing, Customer Engagement, and Purchase Intention via OTT Platform (2021). Through the use of efficient and personalized promotion content that is done by Netlix, they can now reach millions of potential consumers at low cost thanks to the development of the Internet as well as digital marketing. Using questionnaire that is shared via social media and all the data that is analyzed using SmartPLS, this study proves how consumer engagement, brand image, and purchase intention with Netflix relate to digital media marketing (DMM) with their own significant data. Additionally, this thesis is made to complete the research taken from the journal above, namely the data from Indonesian perspective to look deeper into the pattern.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Digital Marketing, Netflix, Consumer Engagement, Purchase Intention, Brand Image |
| Subjects: | Business Management > International Marketing |
| Divisions: | Fakultas Ekonomi > Manajemen Internasional |
| Depositing User: | Editor 3 uajy |
| Date Deposited: | 05 Sep 2023 20:14 |
| Last Modified: | 05 Sep 2023 20:14 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/29754 |
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