NETFLIX AND TELKOMSEL BUNDLING: DOES SYMBOLIC VALUE MATTER IN CO-BRANDING

Ardianta Gede Pamungkas; Gede Suparna; Putu Yudi Setiawan; I Gusti Agung Ketut Gede Suasana

doi:10.29303/distribusi.v12i2.528

Authors

Ardianta Gede Pamungkas Udayana University
Gede Suparna Udayana University
Putu Yudi Setiawan Udayana University
I Gusti Agung Ketut Gede Suasana Udayana University

DOI:

https://doi.org/10.29303/distribusi.v12i2.528

Keywords:

Brand Attitude, Co-branding, Perceived Benefit, Purchase Intention, Symbolic Value

Abstract

The Subscription Video on Demand market in Indonesia has seen substantial growth, but Netflix's market share dropped by 10% in Q2 2022, losing about 2 million subscribers. To boost customer purchase intention, Netflix partnered with Telkomsel, a leading telecommunication provider, to offer a bundled package. This study explores the mediating role of brand attitude between symbolic value, perceived benefits, and customer purchase intention for the Netflix-Telkomsel bundle. Using an associative quantitative approach and a sample of 100 respondents, data were analyzed with Partial Least Squares (PLS). The results reveal that symbolic value insignificantly influences purchase intention or brand attitude. However, perceived benefits positively and significantly impact both purchase intention and brand attitude. Brand attitude also positively influences purchase intention and mediates the effect of perceived benefits on purchase intention, but not that of symbolic value. Prospective customers prioritize perceived benefits over symbolic value when deciding to purchase the Netflix-Telkomsel bundle.

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