The Analysis of the influence of UI, UX and User Flow on Online Streaming Service Purchasing Decisions through Customer Satisfaction (Netflix Application Case Study)

Currently, society's needs have increased. Initially, people did not pay much attention to entertainment needs. However, nowadays, the demand for entertainment among the people has increased, and entertainment options have become more abundant. One of them is the Netflix online streaming application. In recent years, Netflix has become one of the most popular entertainment choices among people. One reason is because of the distinctive interface design. The purpose of this research is to investigate whether user interface design and user flow influence customer satisfaction and become reasons for consumers to decide to subscribe to the Netflix application. This study uses students from the Faculty of Economics at Jakarta State University who have used the Netflix application. This research uses quantitative methods to analyze the results of questionnaires distributed to 100 respondents. The research results show that the user interface has no significant effect on purchasing the Netflix application. However, user experience partially influences consumer buying interest.