Pengaruh Price Fairness dan E-Service Quality Terhadap Loyalty

Melalui Customer Satisfaction Sebagai Variabel Intervening

(Studi Pada Pengguna Netflix)

The Effect of Price Fairness and E-Service Quality on Loyalty

With Customer Satisfaction As An Intervening Variable

(A Study on Netflix Users)

Industri layanan streaming SVoD saat ini sedang banyak digunakan oleh masyarakat. Salah satu platform SVoD yang tersedia di Indonesia adalah Netflix. Netflix memiliki jumlah pelanggan terbanyak dibandingkan dengan layanan lain yang serupa, namun disaat semua kompetitornya mengalami kenaikan jumlah pelanggannya, Netflix justru mengalami penurunan. Berdasarkan fenomena tersebut, tujuan penulis melakukan penelitian ini yaitu untuk mengetahui tingkat loyalitas pelanggan Netflix di Indonesia melalui variabel price fairness dan e-service quality  dengan customer satisfaction sebagai variabel intervening.

Penelitian ini menggunakan jenis penelitian kuantitatif. Responden dalam penelitian ini merupakan pengguna layanan Netflix yang berusia 15 hingga 40 tahun. Data yang diperoleh dari 220 responden diolah menggunakan teknik analisis Path Analysis dengan AMOS 24. Hasil penelitian menunjukkan bahwa Price Fairness dan E-Service Quality berpengaruh terhadap Customer Satisfaction dan Loyalty.

kata kunci : price fairness, e-service quality, customer satisfaction, loyalty

        The SVoD streaming service industry is currently being widely used by the public. One of the SVoD platforms available in Indonesia is Netflix. Netflix has the highest number of subscribers compared to other similar services, but while all of its competitors are experiencing an increase in the number of subscribers, Netflix is ​​experiencing a decline. Based on this phenomenon, the aim of the authors to conduct this research is to determine the level of loyalty of Netflix customers in Indonesia through price fairness and e-service quality variables with customer satisfaction as an intervening variable.

This study uses a type of quantitative research. Respondents in this study were users of the Netflix service aged 15 to 40 years. Data obtained from 220 respondents were processed using the Path Analysis analysis technique with AMOS 24. The results of the study show that Price Fairness and E-Service Quality have an effect on Customer Satisfaction and Loyalty.

key words : price fairness, e-service quality, customer satisfaction, loyalty.