The Influence of Perceived Value on Behavioral Intention Through Social Identity Among Netflix Users in Jakarta: The Moderating Role of Age

The emergence of app-based Over-The-Top (OTT) services has revolutionized Jakarta's entertainment scene in Indonesia. Netflix has changed the game when it comes to watching movies and TV shows. With their unlimited streaming service, viewers have a lot more control over their viewing experience and can tailor it to their liking. People are increasingly gravitating towards OTT platforms to watch movies because of how convenient they are. With age serving as a moderator, this study aims to investigate how perceived value via social identity affects behavioral intention. A total of 250 participants filled out online surveys that were disseminated through social media as part of the study's descriptive and quantitative methodology. G-power makes it easy to use a non-probability sampling method. The data was analyzed using software known as SmartPLS version 3. Perceived value significantly and positively affects social identity, according to the results. There is a robust and positive relationship between perceived value and behavioral intention. Additionally, social identity strongly and positively affects behavioral intention. Perceived value has a strong and positive effect on behavioral intention via social identity. Age acts as a moderator in the relationships between social identity and behavioral intention and between perceived value and behavioral intention.