Understanding Netflix Subscription Intentions Using Technology Acceptance Model: A Study in Denpasar

Using the Technology Acceptance Model (TAM), this study aims to examine and explain the IS to Netflix in Denpasar, specifically the role of attitude (AT) in mediating the effect of perceived usefulness (PU) and perceived ease of use (PE) on the intention to subscribe (IS). This is an associative quantitative study conducted in Denpasar, Bali. The sample methodology utilized is a non-probability sampling technique known as purposive sampling. The data set consists of 182 samples obtained through the distribution of questionnaires with open and closed questions and statements that have been evaluated for validity and reliability. The analytical technique employed is the Structural Equation Model (SEM) with SmartPLS 3.3.3 software as an analytical tool. According to the findings of this study, PU and PE have a positive and significant influence on AT and IS, and AT has a positive influence on IS as well as partially mediating the relationship between PU and PE towards the IS. This study contribute to the advancement of marketing management science concerning the TAM theory. According to the research findings, the AT variable has the highest path coefficient, thus it may be used as a reference for Netflix when developing marketing strategies and communications to enhance someone's IS by cultivating a good AT toward the community.