MEMBANGUN CONTINUANCE INTENTION DAN CUSTOMER SATISFACTION PADA KONSUMEN SVOD : ANALISIS PERAN SYSTEM QUALITY, PERSONALIZATION DAN CONTENT QUALITY

RIZA AMALYA, . (2025) MEMBANGUN CONTINUANCE INTENTION DAN CUSTOMER SATISFACTION PADA KONSUMEN SVOD : ANALISIS PERAN SYSTEM QUALITY, PERSONALIZATION DAN CONTENT QUALITY. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Studi peneliti berorientasi guna mengkategorikan peran dari aspek system quality, content quality, personalization pada tingkat customer satisfaction dan juga implikasi system quality, content quality, personalization dan customer satisfaction pada tingkat continuance intention pelanggan pengguna aplikasi Disney+ Hotstar. Metode pengumpulan data dilangsungkan dengan mengedarkan kuisioner via online dan juga offline. Subjek yang menjadi partisipan pada online survey merujuk pelanggan pengguna Disney+ Hotstar yang berdomisili di Wilayah Jakarta, berusia dari 18 hingga 44 tahun dan telah mengimplementasikan aplikasi Disney+ Hotstar setidaknya selama 3 bulan. Terdapat 320 subjek yang terlibat pada studi peneliti. Analisis data penelitian mengimplementasikan SPSS dan juga AMOS versi 29. Hasil penelitian merepresentasikan bahwa system quality memegang kolerasi baik dan menonjol berkenaan customer satisfaction, personalization memegang kolerasi baik dan menonjol berkenaan customer satisfaction, content quality memegang kolerasi baik dan menonjol berkenaan customer satisfaction. Kemudian, hasil hipotesis juga merepresentasikan bahwa system quality memegang kolerasi baik dan menonjol berkenaan continuance intention, personalization memegang kolerasi baik dan menonjol berkenaan continuance intention, content quality memegang kolerasi baik dan menonjol berkenaan continuance intention dan customer satisfaction memegang kolerasi baik menonjol berkenaan continuance intention. ***** This research aims to analyze the role of system quality, content quality, and personalization factors on customer satisfaction levels, as well as the influence of system quality, content quality, personalization, and customer satisfaction on the continuance intention of customers using the Disney+ Hotstar application. The data collection method was carried out by distributing questionnaires both online and offline. The subjekts who participated in the online survey were Disney+ Hotstar users residing in the Jakarta area, aged 18 to 44 years, and had been using the Disney+ Hotstar app for at least 3 months. There are 320 subjekts involved in this study. The data analysis of the research used SPSS and AMOS version 29. The research results show that system quality has a positive and significant relationship with customer satisfaction, personalization has a positive and significant relationship with customer satisfaction, and content quality has a positive and significant relationship with customer satisfaction. Furthermore, the hypothesis results also indicate that system quality has a positive and significant relationship with continuance intention, personalization has a positive and significant relationship with continuance intention, content quality has a positive and significant relationship with continuance intention, and customer satisfaction has a positive and significant relationship with continuance intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1) Prof. Usep Suhud, M.Si., Ph.D. ; 2) Meta Bara Berutu, S.E., M.M
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Riza Amalya .
Date Deposited:	07 Aug 2025 02:10
Last Modified:	07 Aug 2025 02:10
URI:	http://repository.unj.ac.id/id/eprint/58601

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