DETERMINASI KEPUTUSAN PEMBELIAN LAYANAN STREAMING DI PRIME VIDEO DIPENGARUHI OLEH PERSEPSI NILAI, KUALITAS APLIKASI, DAN ELECTRONIC WORD OF MOUTH (STUDI KASUS PADA MASYARAKAT KECAMATAN MEDAN PETISAH)

Abstract

The development of digital technology has encouraged people to become increasingly dependent on application-based entertainment services, particularly movie and series streaming platforms. The intense competition among streaming service providers has given consumers many alternatives, making them more selective in choosing the platforms they use. Prime Video, as one of the global streaming services, still faces various challenges in attracting and retaining users. This can be seen from the low level of purchase decisions influenced by perceived value that has not fully met user expectations, application quality that still experiences technical issues, and negative reviews spread through electronic word of mouth. These conditions affect public perception and lead to decreased interest in subscribing to Prime Video services. This study takes the population of people in Medan Petisah District who use the Prime Video application, where the exact population size is unknown. Therefore, the sample size was determined using the Lemeshow formula for unknown populations. The sampling technique used was purposive sampling with an accidental approach, where respondents were selected based on certain criteria and ease of access. The results of the study indicate that perceived value, application quality, and electronic word of mouth each have an influence on purchasing decisions for Prime Video streaming services. Simultaneously, these three variables also influence purchasing decisions for streaming services on Prime Video.