Pengaruh Perceived Value dan Perceived Enjoyment Terhadap Costumer Satisfaction dan Repurchase Intention SVoD Netflix Selama Pandemi COVID-19

Abstract

COVID-19 telah memberikan berbagai dampak yang merugikan terhadap ekonomi dan berbagai sektor bisnis di Indonesia, namun berdampak baik terhadap layanan Over-The-Top seperti Subscription Video on Demand Netflix. Netflix mengalami peningkatan jumlah pengguna yang signifikan. Akan tetapi, Netflix belum unggul dan mulai tersaingi dengan beberapa pendatang baru. Penelitian ini bertujuan untuk menganalisis pengaruh perceived value dan perceived enjoyment terhadap costumer satisfaction dan repurchase intention SVoD Netflix selama pandemi COVID-19. Teknik penentuan sampel dilakukan dengan metode purposive dan quota sampling. Teknik analisis data menggunakan analisis deskriptif dan SEM-PLS. Responden penelitian ini sebanyak 171 responden yang berdomisili di Jabodetabek. Hasil penelitian ini menunjukkan bahwa perceived value dan perceived enjoyment berpengaruh negatif dan tidak signifikan terhadap repurchase intention namun secara tidak langsung memiliki pengaruh positif signifikan terhadap repurchase intention melalui costumer satisfaction SVoD Netflix selama pandemi COVID-19.

COVID-19 has had a negative impact on the economy and various business sectors in Indonesia, on the other hand, it has had a positive impact on Over-The-Top services such as Subscription Video on Demand Netflix. Netflix has seen a significant increase in the number of users. However, Netflix did not take the lead and began to compete with several new competitors. This study aims to analyze the effect of perceived value and perceived enjoyment on customer satisfaction and repurchase intention of SVoD Netflix during the COVID-19 pandemic. The sampling technique used was purposive and quota sampling. The data analysis technique used descriptive analysis and SEM-PLS. The respondents of this study were 171 respondents who live in Jabodetabek. The results of this study indicate that perceived value and perceived enjoyment have a negative and insignificant effect on repurchase intention but indirectly have a significant positive effect on repurchase intention through customer satisfaction SVoD Netflix during the COVID-19 pandemic.