Analysis of Netflix New Policy to Intention to Subscribe after Bubble Burst Phenomenon

In the Bubble Burst phenomenon, several companies were affected, including Netflix. Netflix company value fell and quickly lost many users over the last few quarters. At this year's end, Netflix implemented a New Policy (ad-supported packages and sub-account features). Still, it has yet to be implemented in Indonesia. Therefore, this research aims to determine how the new Netflix Policy Subscription Intentions will implement in Indonesia. This study used a quantitative method using a Purposive Sampling method to collect questionnaire data using a Google form for 430 Netflix users, mainly from Jabodetabek Area (Jakarta, Bogor, Depok, Tangerang, and Bekasi; cities in Indonesia) on November 18-27, 2022 and a literature review as supporting data. The data was processed using SmartPLS 4.0 software as a statistical tool. There are nine variables, with the model building having eight hypotheses; the results of the study show that seven have a significant effect and one hypothesis has no significant effect. because the results of the P value are above 0.50 and the t statistic is below 1,654 for one tail significant and after testing the validity and reliability it shows that all indicators are valid, these results prove that the New Policy implemented by Netflix can be accepted now and will be investigated for further research.