THE EFFECT OF PSYCHOLOGICAL FACTORS TOWARDS CONSUMER PURCHASE DECISION OF NETFLIX IN PANDEMIC ERA
Journal: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi
Year: 2023

Successful companies influence consumer buying decisions to market their products effectively and maximize sales. The purpose of this study is to determine the effect of psychological factors towards consumer purchase decision of Netflix in pandemic era. This study uses a quantitative approach. Technique analysis using multiple linear regression. The results showed that perception, motivation, learning, attitude and confidence together or simultaneously have a significant effect on consumer purc