Product Attractiveness and Brand Awareness in Choosing Disney + Packages among Generation Z

This study analyzes the influence of product appeal and brand awareness on the Disney+ package purchase decision by Generation Z, using a quantitative approach with a questionnaire as the data collection instrument. This study involved a sample of Gen Z who actively use streaming services, with data analysis conducted through structural equation modeling to test the proposed hypothesis. The results show that both variables, product appeal and brand awareness, have a significant and positive influence on purchase decisions, underscoring the importance of an integrated marketing strategy. This study provides important insights for Disney+ to design a more effective marketing strategy, particularly in reaching the Gen Z market segment which has unique characteristics in media consumption preferences and brand interactions. Furthermore, this study provides practical recommendations for marketers to optimize customer acquisition strategies in the highly competitive streaming service market, particularly in targeting the dynamic Gen Z demographic.