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

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

Authors
Yulinasari Gabriela Maranatha1, Subur Karyatun1, *
1Faculty of Economics and Business, National University, Jakarta, Indonesia
*Corresponding author. Email: subur.karyatun@civitas.unas.ac.id
Corresponding Author
Subur Karyatun
Available Online 2 May 2024.
DOI
10.2991/978-94-6463-394-8_20How to use a DOI?
Keywords
Mobile Advertising; Service Quality; Perceived Price; and Purchase Intention
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Business, Management, Accounting and Sustainable Economy (ICBMASE 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
2 May 2024
ISBN
978-94-6463-394-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-394-8_20How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yulinasari Gabriela Maranatha
AU  - Subur Karyatun
PY  - 2024
DA  - 2024/05/02
TI  - Netflix Subscription Interest in Generation Z: Mobile Advertising, Service Quality, and Price Perception
BT  - Proceedings of the International Conference on Business, Management, Accounting and Sustainable Economy (ICBMASE 2023)
PB  - Atlantis Press
SP  - 199
EP  - 207
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-394-8_20
DO  - 10.2991/978-94-6463-394-8_20
ID  - Maranatha2024
ER  -