Sayyidah Aisyah, 2023. The Effectiveness of Brand Personality on Willingness to Subscribe: A Study of Netflix. Under the guidance of Mr. Hairul Anwar, SE., MA. This study aims to examine the effectiveness of brand personality on willingness to subscribe on Netflix Indonesia’s Instagram. Independent variables in this research are sincerity of brand personality, excitement of brand personality, competence of brand personality, sophistication of brand personality, and ruggedness of brand personality. While the dependent variable is willingness to subscribe. This research was conducted on Netflix Indonesia Instagram followers with 100 people using purposive random sampling. This research uses quantitative characteristic. Collecting data using questionaries to test the effectiveness of brand personality on willingness to subscribe and analyzing data using smartPLS 3. The research results stated that sincerity and excitement variable has a positive and significant while competence variable has a positive but not significant on willingness to subscribe. Meanwhile, sophistication and ruggedness variable has a negative and significant on willingness to subscribe.