Data Set Kuesioner

The study examines factors that can influence the intention to continue using and subscribing to Over-The-Top (OTT) streaming platforms such as Netflix using the Stimulus-Organism-Response (SOR) framework. The study analyzes how external stimuli, technological performance, and digital marketing strategies can improve customer retention in streaming services based on Perceived usefulness (PU) and satisfaction (S), which will subsequently influence continuance intention (CI).This survey used quantitative methods to test 434 respondents aged 17-54 years in the Greater Jakarta area who had experience using OTT services. Data analysis used PLM-SEM to test reliability, validity, and structural relationships between variables.The results of the study show that social media marketing and system quality significantly affect perceived usefulness, while system quality also directly affects satisfaction. Perceived usefulness and satisfaction both significantly affect the intention to continue using the service, with perceived usefulness emerging as the strongest predictor. This study highlights the importance of integrating technology performance and digital marketing strategies to improve customer retention in subscription-based streaming services.