FAKTOR - FAKTOR YANG MEMENGARUHI REPURCHASE INTENTION PADA PENGGUNA NETFLIX

JENNY SURYA KARNISYA, . (2026) FAKTOR - FAKTOR YANG MEMENGARUHI REPURCHASE INTENTION PADA PENGGUNA NETFLIX. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan ekosistem informasi pasca pandemi, khususnya pada bidang media digital memicu pertumbuhan masif platform video on demands di Indonesia. Fenomena ini didukung data We Are Social (2025) yang mencatat 34,7% penetrasi internet di Indonesia memprioritaskan pengeluaran untuk streaming film. Di tengah ketatnya persaingan pasar, Netflix hadir sebagai salah satu platform paling digemari masyarakat. Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, perceived usefulness, dan e-service quality terhadap repurchase intention melalui customer satisfaction terhadap pengguna Netflix Generasi Z di DKI Jakarta. Pendekatan dipilih untuk penelitian ini dengan metode survei terhadap 190 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuisioner daring dengan skala Likert enam poin dan dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) dengan bantuan SmartPLS4. Hasil penelitian menunjukkan bahwa perceived usefulness berpengaruh terhadap repurchase intention secara langsung. Sedangkan, social media marketing dan e-service quality tidak berpengaruh signifikan terhadap repurchase intention, yang berarti harus dijembatani oleh customer satisfaction. Temuan ini menunjukkan bahwa niat beli kembali Generasi Z lebih dipengaruhi oleh kemudahaan penggunaan sistem dan manfaat fungsional yang dirasakan dibandingkan dengan pemasaran melalui sosial media. ***** The development of the post-pandemic information ecosystem, especially digital media field has fueled the massive growth of video-on-demand platforms in Indonesia. This phenomenon is supported by data from We Are Social (2025), which indicates that 34.7% of internet penetration in Indonesia prioritizes spending on movie streaming. Amidst intense market competition, Netflix has emerged as one of the most popular platforms. This study aims to analyze the influence of social media marketing, perceived usefulness, and e-service quality on repurchase intention through customer satisfaction of Netflix Generation Z users in DKI Jakarta. The approach chosen for this study was a survey method with 190 respondents selected using a purposive sampling technique. Data were collected through an online questionnaire with a six-point Likert scale and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the help of SmartPLS4. The results showed that perceived usefulness directly influences repurchase intention. Meanwhile, social media marketing and e-service quality did not significantly influence repurchase intention, which means it must be bridged by customer satisfaction. These findings indicate that Generation Z's repurchase intention is more influenced by the ease of use of the system and perceived functional benefits than by marketing through social media.

Item Type:	Thesis (Sarjana)
Additional Information:	1) Prof. Dr. Corry Yohana, M.M. ; 2) Sabo Hermawan, S.Si, M.Kom.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Jenny Surya Karnisya .
Date Deposited:	26 Aug 2026 03:48
Last Modified:	26 Aug 2026 03:48
URI:	http://repository.unj.ac.id/id/eprint/73163

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