PENGARUH E-SERVICE QUALITY DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION: STUDI PADA PENGGUNA VIDEO-ON-DEMAND DI DKI JAKARTA

HAURA KURNIATI, . (2021) PENGARUH E-SERVICE QUALITY DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION: STUDI PADA PENGGUNA VIDEO-ON-DEMAND DI DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh e-service quality dan brand image terhadap customer satisfaction dan customer loyalty pada pengguna Netflix di DKI Jakarta. Penelitian ini menggunakan metode kuantitatif. Pengumpulan data menggunakan metode survei dengan instrument berupa kuesioner. Sampel pada penelitian ini berjumlah 200 responden yang berdomisili di DKI Jakarta dan menggunakan layanan video on demand Netflix dalam 6 bulan terakhir. Data dianalisis menggunakan SPSS versi 25 dan SEM (Structural Equation Model) dari Lisrel 8.8 untuk mengolah dan menganalisa hasil penelitian. Hasil pengujian hipotesis menunjukan bahwa 1) e-service quality berpengaruh signifikan terhadap customer satisfaction; 2) brand image berpengaruh signifikan terhadap customer satisfaction; 3) e-service quality berpengaruh tidak signifikan terhadap customer loyalty; 4) brand image berpengaruh signifikan terhadap customer loyalty; 5) customer satisfaction berpengaruh signifikan terhadap customer loyalty; 6) ) e-service quality berpengaruh signifikan terhadap customer loyalty melalui customer satisfaction; 7) brand image berpengaruh signifikan terhadap customer loyalty melalui customer satisfaction. Kata Kunci: E-Service Quality, Brand Image, Customer Satisfaction, Customer Loyalty, Netflix, Video on Demand, SEM This research aims to determine the effect of e-service quality and brand image on customer satisfaction and customer loyalty towards Netflix’s user in DKI Jakarta. This research uses quantitative method. The data collection use survey method with questionnaires as the instrument. The sample of this research is 200 respondents who live in DKI Jakarta and have used Netflix in the past 6 months. Data were analyzed using software SPSS version 25 and SEM (Structural Equation Model) from Lisrel 8.8 to process and analyze the research data. The result of hypothesis testing shows that 1) e-service quality has significant effect on customer satisfaction; 2) brand image has significant effect on customer satisfaction; 3) eservice quality has insignificant effect on customer loyalty; 4) brand image has significant effect on customer loyalty; 5) customer satisfaction has significant effect on customer loyalty; 6) e-service quality has significant effect on customer loyalty through customer satisfaction; and 7) brand image has significant effect on customer loyalty through customer satisfaction. Keyword: E-Service Quality, Brand Image, Customer Satisfaction, Customer Loyalty, Netflix, Video on Demand, SEM

Item Type:	Thesis (Sarjana)
Additional Information:	1). Agung Kresnamurti Rivai P, ST, M.M ; 2). Shandy Aditya, BIB, MPBS
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Users 10910 not found.
Date Deposited:	03 Sep 2021 12:42
Last Modified:	03 Sep 2021 12:42
URI:	http://repository.unj.ac.id/id/eprint/19181

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