PENGARUH INTERNAL DAN EXTERNAL FACTOR TERHADAP PURCHASE DECISION MELALUI ATTITUDE DAN PURCHASE INTENTION PADA NETFLIX DI SAMARINDA --

ABSTRACT
This study aims to analyze the influence of Internal and External Factors on Purchase Decisions through Attitude and Purchase Intentions on Netflix in Samarinda. This study uses a quantitative approach using path analysis processed with IBM SPSS Statistic 23 software and Structural Equation Modeling (SEM) with IBM AMOS 5 software. This study used a sample of 133 people taken from a number of Netflix users in Samarinda. The measurement scale uses the Linkert scale with a score of 1 – 5. In this study, validity and reliability tests were also carried out, then estimation tests and structural model fit tests were carried out.
Based on the structural model, it can be proven that Internal Factors have a significant effect on Purchase Decisions, Internal Factors have a significant effect on Attitude, Internal Factors have a significant effect on Purchase Decisions, External Factors have a significant effect on Attitude, External Factors have no significant effect on Purchase Intention, External Factors have no significant effect on Purchase Decision, Attitude has a significant effect on Purchase Intention, Attitude has no significant effect on Purchase Decision and Purchase Intention has no significant effect on Purchase Decision.
Keywords: Internal Factor, External Factor, Atttude, Purchase Intention, Purchase Decision, Netflix, Samarinda