The Influence of Digital Marketing and Electronic Word of Mouth on Netflix Subscription Purchase Decisions with Customer Satisfaction as a Mediating Variable from an Islamic Business Perspective (A Study of Generation Z Netflix Users in Bandar Lampung)

Sevia Lutfiani; Muhammad Iqbal; Is Susanto

doi:10.63922/ijebir.v5i05.6690

Sevia Lutfiani Sharia Business Management Program, State Islamic University Raden Intan Lampung
Muhammad Iqbal Sharia Business Management Program, State Islamic University Raden Intan Lampung
Is Susanto Sharia Business Management Program, State Islamic University Raden Intan Lampung

DOI: https://doi.org/10.63922/ijebir.v5i05.6690

Keywords: Customer Satisfaction, Digital Marketing, Electronic Word Of Mouth, Purchase Decision

Abstract

The development of digital technology has changed consumer behavior, including in the use of streaming services such as Netflix. Digital Marketing and Electronic Word Of Mouth (E-WOM) have become widely used marketing strategies to influence consumer purchase decisions, particularly among Generation Z. This study aims to analyze the effect of Digital Marketing and Electronic Word Of Mouth on the Purchase Decision of Netflix subscription packages, with Customer Satisfaction as a mediating variable, from an Islamic business perspective among Generation Z Netflix users in Bandar Lampung. This study uses a quantitative approach with a survey method through an online questionnaire. The population consists of Generation Z in Bandar Lampung City, totaling 287,604 people, with a sample of 100 respondents determined using the Slovin formula and purposive sampling technique. The data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4. The results show that Digital Marketing and Electronic Word Of Mouth each have a positive and significant effect on Purchase Decision and Customer Satisfaction. Customer Satisfaction also has a positive and significant effect on Purchase Decision, and is proven to partially mediate the effect of Digital Marketing and Electronic Word Of Mouth on Purchase Decision. The R-Square value indicates that Digital Marketing, Electronic Word Of Mouth, and Customer Satisfaction together explain 69.4% of the variation in Purchase Decision. These findings also indicate that honest, transparent marketing strategies oriented toward customer satisfaction are in line with the principles of Islamic business.

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