ANALISIS PENGARUH KONSEP SGCC (CONFORMITY TO SOCIAL NORMS, QUALITY PERCEPTION, SOCIAL PRESTIGE, INTERNET TECHNOLOGY READINESS, DAN BRAND CREDIBILITY) TERHADAP MINAT BELI NETFLIX PADA GENERASI MILLENNIAL

Abstract

Millennial is often described as a generation that growing up with instant satisfaction through technology because they live alongside with rapidly growth of technology and internet. The growth of technology have made society open to global products and change their lifestyle which is almost completely online, such as online video streaming. The purpose of this research was to determine the effect of conformity to social norms, quality perception, social prestige, internet technology readiness and brand credibility which are variables in the concept of Susceptibility to Global Consumer Culture (SGCC) on purchase intention of Netflix in millennial generation. This research used quantitative methods with descriprive and causal research types, and data analysis techniques used multiple linear regression analysis. The result of T-test analysis showed conformity to social norms and social prestige partially has no effect on purchase intention, while quality perception, internet technology readiness and brand credibility partially has an effect on purchase intention of Netflix in millennial generation. Based on the coefficient of determination, it is known that the effect of all variables simultaneously on purchase intention of Netflix in millennial generation is 74.3% and the remaining 25.7% was effected by other factors which are not researched in this study.

Keywords: Conformity to Social Norms, Quality Perception, Social Prestige, Internet Technology Readiness, Brand Credibility, Purchase Intention, Millennial Generation.