Penerapan SEM-PLS dalam Menganalisis Faktor-Faktor yang Memengaruhi Kepuasan dan Loyalitas Gen Z Pengguna Netflix

Abstract

Perkembangan teknologi digital, terutama layanan Subscription Video on Demand (SVOD) telah meningkatkan persaingan di antara penyedia layanan. Hal ini penting bagi perusahaan untuk memahami faktor-faktor yang memengaruhi kepuasan serta loyalitas pengguna. Penelitian ini bertujuan untuk menganalisis pengaruh variety of content, user experience, dan price fairness terhadap customer satisfaction, serta pengaruh customer satisfaction terhadap customer loyalty pada Gen Z pengguna Netflix. Data primer dikumpulkan melalui kuesioner daring sebanyak 245 responden Gen Z pengguna Netflix di wilayah Jabodetabek. Pengambilan sampel dilakukan menggunakan teknik purposive sampling. Data dianalisis menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa model pengukuran telah memenuhi persyaratan validitas dan reliabilitas, sedangkan model struktural menunjukkan kecocokan yang baik dengan nilai SRMR sebesar 0,065. Koefisien determinasi (R²) menunjukkan bahwa model mampu menjelaskan 63,9% varians pada customer satisfaction dan 46,5% varians pada customer loyalty. Pengujian hipotesis menunjukkan bahwa user experience, price fairness, dan variety of content berpengaruh positif dan signifikan terhadap customer satisfaction, sedangkan customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty. Customer satisfaction secara signifikan memediasi hubungan antara user experience, price fairness, dan variety of content dengan customer loyalty. User experience memiliki pengaruh paling kuat terhadap customer satisfaction, sedangkan customer satisfaction merupakan faktor yang paling kuat dalam menentukan customer loyalty. Temuan ini menegaskan pentingnya peningkatan layanan Netflix untuk meningkatkan customer satisfaction dan membangun customer loyalty di kalangan pengguna Gen Z.

The rapid growth of subscription-based video streaming services has intensified competition among service providers, making it essential for companies to understand the factors influencing customer satisfaction and customer loyalty. This study aims to analyze the effects of variety of content, user experience, and price fairness on customer satisfaction, as well as the effect of customer satisfaction on customer loyalty among Gen Z Netflix users. Primary data were collected through an online questionnaire distributed to 245 Gen Z Netflix users in the Greater Jakarta area (Jabodetabek) using a purposive sampling technique. The data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results indicate that the measurement model satisfies the validity and reliability requirements, while the structural model demonstrates a good fit with an SRMR value of 0.065. The coefficients of determination (R²) show that the model explains 63.9% of the variance in customer satisfaction and 46.5% of the variance in customer loyalty. Hypothesis testing reveals that user experience, price fairness, and variety of content have positive and significant effects on customer satisfaction, while customer satisfaction has a positive and significant effect on customer loyalty. Furthermore, customer satisfaction significantly mediates the relationships between user experience, price fairness, and variety of content and customer loyalty. Among the antecedent variables, user experience has the strongest influence on customer satisfaction, while customer satisfaction is the strongest determinant of customer loyalty. These findings provide valuable insights for Netflix in improving its services to enhance customer satisfaction and foster customer loyalty among Gen Z users.