ANALISIS SHORT VIDEO MARKETING DAN PERSEPSI MEREK NETFLIX TERHADAP MINAT BELI (Studi Pada Konsumen Netflix di Malang)

This study was conducted to determine the effect of short video marketing and brand perception on purchase interest. The method used in this study is quantitative with an explanatory approach. The population in this study were Netflix customers in the city of Malang. The sample used was 140 samples with a probability sampling technique. The data source used was primary data and with a questionnaire collection technique. The data analysis technique used a scale range and multiple linear analysis. The results of this study state that short video marketing has a positive and significant effect on purchase interest, and brand perception has a positive and significant effect on purchase interest.