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Abstract

Dengan menggunakan akun Instagram @Netflixid sebagai contoh, tujuan penelitian adalah untuk menganalisis bagaimana iklan media sosial memengaruhi keinginan untuk berlangganan Netflix. Media sosial telah menjadi alat vital bagi pemasar digital untuk membina hubungan yang lebih intim dengan pelanggan dan mendorong mereka untuk melakukan pembelian atau berlangganan. Studi ini menggunakan lima indikator pemasaran media sosial (Entertainment, Customization, Interaction, Electronic Word of Mouth, and Trends). Metode kuantitatif digunakan oleh tim penelitian untuk melakukan survei terhadap 102 pengguna Instagram yang memiliki atau berpotensi menjadi pelanggan Netflix Indonesia. Data diuji dengan analisis regresi linier berganda. Hasil menunjukkan bahwa pemasaran media sosial meningkatkan niat berlangganan baik secara kolektif maupun individu. Hasilnya menunjukkan bahwa Instagram sangat berperan dalam mendorong pengguna untuk berlangganan platform streaming seperti Netflix. Studi ini memberikan informasi bermanfaat bagi organisasi untuk mengembangkan strategi pemasaran media sosial yang sesuai dengan preferensi konsumen

Keywords

pemasaran media sosial niat berlangganan Instagram Netflix entertainment customization interaction WOM trend

Article Details

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How to Cite
Rossy, M. A., Pandjaitan , D. R. H. ., & Ramelan , M. R. . (2025). Pengaruh Pemasaran Media Sosial Terhadap Niat Berlangganan (Studi Pada Instagram @Netflixid). Economics and Digital Business Review, 6(2), 1254–1269. https://doi.org/10.37531/ecotal.v6i2.2600
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