Demographic Profile Respondents

Demographic Variable Details Frequency Percentage (%)

18 – 25 years old 272 68.0

Age 26- 33 years old 37 9.3

34- 41 years old 22 5.5

42- 49 years old 26 6.5

50- 57 years old 37 9.3

58 years and above 3 0.8

Male 114 28.5

Gender Female 286 71.5

Government sector 80 20
Private sector 76 19.0
Retired 4 1.0
Emloyement Sector
Self employed 22 5.5
Student 208 52.0
Unemployed 10 2.5
RM 1001 – RM 3000 97 24.3
RM 3001 – RM 5000 46 11.5
RM 5001 – RM 7000 49 12.3
Montlhy income (RM) Below RM 1000 196 49.0
More than RM 7000 12 3.0
Subcribe & watching Yes 313 78.3
on streaming online
No 87 21.8
media platforms

Netflix 296 74.0

Iflix 8 2.0
Preferred streaming
online media IQiyi 19 4.8
platforms services Viu 18 4.5
Disney + 18 4.5

1 to 2 hours 131 32.8

 Average spending on 2 to 4 hours 141 35.3
streaming online
media platforms
4 to 6 years 39 9.8

6 hours and more 21 5.3

Less than 1 hour 60 15.0

Reliability Test

Independent Variable (s) Cronbach’s Alpha Interpretation

Brand Image (7 items) .898 Very good reliability

Promotional Offering and Price Package .831 Very good reliability

(7 items)

Social Influence (7 items) .898 Very good reliability

Security Payment gateway (7 items) .940 Very good reliability

Variety of Contents and Subtitle .921 Very good reliability

Languages Offered (7 items)
 Correlations Analysis

Correlations
Promotional
Customer Brand offering/Price Social Payment Subtitle
Preference Image Package Influence Gateway language
Customer Pearson Correlation 1 .790** .680** .636** .600** .695**
preference Sig. (2-tailed) .000 .000 .000 .000 .000
N 400 400 400 400 400 400
Brand Image Pearson Correlation .790** 1 .737** .655** .657** .717**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 400 400 400 400 400 400
Promotional Pearson Correlation .680** .737** 1 .646** .631** .637**
offering/ price Sig. (2-tailed) .000 .000 .000 .000 .000
package N 400 400 400 400 400 400
Social Pearson Correlation .636** .655** .646** 1 .606** .614**
Influence Sig. (2-tailed) .000 .000 .000 .000 .000
N 400 400 400 400 400 400
Payment Pearson Correlation .600** .657** .631** .606** 1 .690**
Gateway Sig. (2-tailed) .000 .000 .000 .000 .000
N 400 400 400 400 400 400
Subtitle Pearson Correlation .695** .717** .637** .614** .690** 1
language Sig. (2-tailed) .000 .000 .000 .000 .000
N 400 400 400 400 400 400
**. Correlation is significant at the 0.01 level (2-tailed).
Regression Analysis