Ratih Amelia, Fresha Kharisma, Nadia Nur Thahirrah, Dhiyan Septa Wihara, Raya Sulistyowati, Ika Diyah Candra
The increase in the number of top media service platforms in Indonesia is an interesting phenomenon to be studied. The large selection of top media service platforms requires companies to compete for consumers. The choice of the right marketing tools in attracting consumers to choose the top media service platform is social media marketing and electronic word of mouth. In digital marketing strategy, electronic word of mouth is one of the considerations of consumers in choosing the products they will consume. This study employed a quantitative research methodology. Basic research, or pure research, is included in this study. The study will be conducted among Netflix subscribers. A questionnaire and a review of the literature were used as data gathering methods in this investigation. Respondents to the study were given a questionnaire with five Likert scales as the research tool. The research concludes that Social Media Marketing does not significantly influence Customer Preference or Customer Choice, while E-WOM (Electronic Word of Mouth) has a substantial impact on both. © 2024 IEEE.
State University of Surabaya, Faculty of Economic Deparment, Surabaya, Indonesia
