Pengaruh Brand Image Squid Game Terhadap Loyalitas Pelanggan Netflix Pada Remaja Di Kota Bandung

Abstract

The squid Game phenomenon is widely debated by the public since its first release on Netflix. Squid Game is the most booming show among other Netflix original series. Based on Statista (2021) Netflix is still the first and most popular video-on-demand streaming service choice. Therefore, Netflix as a company that provides video streaming services certainly has efforts to increase customer loyalty through original series that Netflix has, especially on the squid game brand image. The purpose of this study was to find out the influence of Squid Game brand image on Netflix customer loyalty in teenagers in Bandung. This study uses quantitative methods with a descriptive approach by sampling research using non-probability methods (accidental sampling) as many as 100 respondents who then obtained the data obtained is then processed using the help of SPSS software version 23. To find out if squid game brand image has a significant influence on Netflix subscriber loyalty in the H₀ is rejected and H₁ received, the results of the t-test calculation are obtained by t count (6,387) ≥ t table (1,984) with a significant value of 0.000 ≤ 0.05. It can be interpreted that the influence of squid game brand image significantly on Netflix customer loyalty to teenagers in Bandung city.