Abstract:
Technology developments and the internet have changed how we live. Consumer
purchase patterns also change in response to the demands of the modernization era.
For instance, there has been a significant rise in recent years in the use of streaming
services. In addition, many people, especially those in Indonesia, are obligated to
spend their spare time at home in order to stop the spread of the COVID-19 due to
societal obligations, COVID-19, and the need to stay at home. As everyone must
stay at home due to the COVID-19 pandemic, watching television or paid movies
online has risen. One example is Netflix. This study shows what influences a
customer's intention to repurchase Netflix after the COVID-19 pandemic now that
the pandemic situation is improving. Content Richness and Perceived Enjoyment
were the independent variables employed in this study, Customer Satisfaction was
the intervening variable, and Repurchase Intention was the dependent variable.
With 229 respondents in Indonesia, SmartPLS 4 (Partial Least Square-Structural
Equation Model) was used in this quantitative study. Six hypotheses are confirmed
by the findings. This study therefore explains that Content Richness and Perceived
Enjoyment will raise Customer Satisfaction, which will then raise Repurchase
Intention for Netflix.
