Track: Business Management

Abstract

During the last few years, video streaming has accounted for the majority of traffic delivered over the Internet, and it has grown at a steady rate each year. Netflix is one of the most popular video-on-demand streaming services in Indonesia. The goal of this study is to identify and analyze the impact of trust and expected outcome in affecting the willingness to pay for Netflix customers in Indonesia, as well as their perceptions of those factors. The quantitative sample was selected using convenience sampling for the purposes of this study. The data collection will be conducted with the support of Netflix customers in Indonesia, ensuring that respondents have had an opportunity to experience Netflix. A survey was conducted to test the stated hypothesis, and data were collected via an online questionnaire survey. In this study, the Likert scale is used, with responses to each construct indicator ranging from strongly disagree to strongly agree on a 1 to 5 scale. We analyze the data and test the hypothesis using the PLS technique with SmartPLS v3.3.3 software. Both constructs appear to have a positive effect on Willingness to Pay.