THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITY TOWARDS BRAND EXPERIENCE, CONSUMER-BASED BRAND EQUITY, AND RE-SUBSCRIBE INTENTION. A CASE STUDY OF NETFLIX INDONESIA

• Main Author: Nafila Mawardi, Fathnaa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63290
• Institution: Institut Teknologi Bandung

Netflix is a US-based pioneer of video-on-demand (VOD) service. It provides a variety of movies and TV series, and even produces its own original shows. As the VOD industry is growing in Indonesia, many newcomers are entering the market. It is coming from international companies, such as Disney+, Viu, and HBO Go and local companies like Vidio and Mola TV. Hence, Netflix's position is threatened. An increasing price of subscription also gives rise to what Netflix faces challenges, which subsequently create tremendous loss of subscribers in Netflix US. The same occurrence might possibly happen in Indonesia. Most of the marketing strategy that Netflix Indonesia uses is heavily carried out online through social media. This study intends to examine how social media marketing activity could enhance brand experience, consumer-based brand equity, and re-subscribe intention. The result of this study will be used to provide social media marketing practice recommendations to Netflix Indonesia. This research utilizes a quantitative survey which gathers 270 respondents who have followed Netflix Indonesia Instagram and have been subscribing to Netflix for at least 3 months. This study uses the PLS-SEM method to analyze the influence of social media marketing activity on brand experience, consumer-based brand equity, and re-subscribe intention. The result indicates that social media marketing significantly influences brand experience, consumer-based brand equity, and re-subscribe intention with brand experience as a partial mediator of SMMA in influencing CBBE. It is expected that academic and managerial suggestions obtained by the result could enhance marketer comprehension on how SMMA could improve brand experience, consumer-based brand equity, and re-subscribe intention