Pengaruh User Experience Terhadap Customer Satisfaction dan Customer Loyalty Generasi Milenial pada Aplikasi Streaming Spotify

Abstract

Cepatnya perkembangan teknologi informasi pada zaman ini mepengaruhi berbagai hal dalam kehidupan, seperti semakin banyaknya masyarakat yang memiliki telepon seluler dengan akses internet (smartphone) yang didominasi oleh generasi milenial. Salah satu layanan yang bisa diakses melalui internet adalah layanan streaming musik. Spotify membutuhkan user experience yang baik untuk membuat pelanggan mereka bersubskripsi. Penelitian ini bertujuan untuk mengidentifikasi karakteristik pengguna Spotify, menganalisis pengaruh user experience terhadap customer satisfaction, user experience terhadap customer loyalty, dan customer satisfaction terhadap customer loyalty dari generasi milenial yang memakai Spotify. Data dalam penelitian diperoleh melalui data primer dan sekunder. Analisis data menggunakan analisis deskriptif dan analisis SEM-PLS. Hasil penelitian menunjukan user experience berpengaruh positif dan signifikan terhadap customer satisfaction dan tidak signifikan pada customer loyalty serta customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty.

The rapid development of information technology at this time affects various things in life, such as the increasing number of people who have cell phones with internet access (smartphones) which are dominated by the millennial generation. One of the services that can be accessed via the internet is music streaming service. Spotify is one of the companies in the music industry that needs a good user experience make their customers subscribe to them. This study aims to identify the characteristics of Spotify users, analyze the effect of user experience on customer satisfaction, user experience on customer loyalty, and customer satisfaction with customer loyalty from the millennial generation who uses Spotify. The data in this study were obtained through primary and secondary data. The method that is used to analyze the data is descriptive analysis and SEM PLS analysis. The results showed that user experience has a positive and significant effect on customer satisfaction and has no significant effect on customer loyalty while customer satisfaction has a positive and significant effect on customer loyalty.