Faktor Pendorong Pelanggan Video On Demand Netflix Dalam Mempertahankan Membership Studi Pada Mahasiswa Ilmu Komunikasi Angkatan 2020 Universitas Muhammadiyah Malang

This research is a qualitative study aimed at understanding and analyzing the behavior of Netflix Video-On-Demand customers as a form of entertainment based on content features and customer satisfaction and experience during their time as Netflix subscribers. Netflix is a company founded by Reed Hastings and Marc Randolph in 1997 in Scotts Valley, California, USA, as a DVD distributor. Eight months later, in 1998, Netflix distributed its first DVD, the film Beetlejuice, to customers. The official office of Netflix is located in Los Gatos, California, with two CEOs, Ted Sarandos and Greg Peters. Netflix first sold subscriptions in 1999 through its official website, Netflix.com, on April 14, 1998. In 2007, Netflix launched its online streaming service, and in 2012, Netflix released its first original series titled Lillyhammer. This research involves eight informants, six women and two men. All informants are students of Muhammadiyah University of Malang, majoring in Communication Science, Faculty of Social Sciences and Political Science, class of 2020. The data collection process utilized a case study method. The researcher conducted interviews to gather data for analysis. Six informants were interviewed in the evening, while the other two were interviewed via the Video Call feature of the WhatsApp application. Data analysis includes the processes of data reduction, data presentation, and drawing conclusions. The results of the research indicate that the informants provided different and interesting reactions and experiences based on their ongoing Netflix subscription period. Based on the thirteen questions used to interview the informants, the researcher successfully identified data categorized into four factors: impressions, price, content, features, as well as satisfaction and experience. The informants were very discerning in enjoying their Netflix subscription in various ways. The diversity of content available on the Netflix streaming service is the main reason for how the informants reacted to this service.