Exploring Customer Loyalty and Experience Quality in VOD Netflix
The Role of Currency in Conversation and Co-Creation
DOI:
https://doi.org/10.32832/jm-uika.v15i2.16492Keywords:
Conversation, Co-Creation, Customer Loyalty, Currency, Experience QualityAbstract
In addition to harming the movie industry, the impact of the COVID-19 pandemic has also increased the number of internet users. People spend a lot of time at home causing boredom, to overcome this, they fill their free time with various activities such as watching their favorite movies on digital platforms. This media is called a video on demand (VOD) service platform. The purpose of this study was to test Currency moderates Conversation and Co-Creation on Customer Loyalty with the mediation of Experience Quality in the Netflix application. The number of respondents in this study were 113 respondents who had used the Netflix VoD application. This study shows the results that all variable values in the reliability test used use Cronsbach's alpha or composite reliability. This research proves that the conversation activities carried out by Netflix can drive the level of experience quality. Co-creation provided by Netflix can encourage the level of experience quality. The currency offered by Netflix can moderate the conversation but has a weak role in the level of experience quality. The currency set by Netflix can moderate the conversation towards the level of experience quality. Experience quality felt by Netflix consumers can affect the level of customer loyalty. Experience quality felt by consumers when using Netflix services can mediate conversation but has a weak role in the level of customer loyalty. Experience quality felt by consumers in using Netflix services can mediate co-creation but has a weak role in the level of customer loyalty.
References
Afika, P. A. (2021). Analysis of Product Variation and Service Quality on Repurchase Intention Mediated by Customer Satisfaction. International Journal of Review Management Business and Entrepreneurship (RMBE), 1(2), 295–309. https://doi.org/10.37715/rmbe.v1i2.2435
Azka, N. K., & Budiono, A. (2022). Customer Loyalty Analysis Affected by Location and Promotion through Purchase Decisions and Customer Satisfaction. Ilomata International Journal of Management, 3(3), 417–428. https://doi.org/10.52728/ijjm.v3i3.520
Chayatul Jannah, & Alhazami, L. (2022). Pengaruh Kualitas Pelayanan, Persepsi Harga, Cita Rasa Dan Variasi Produk Terhadap Kepuasan Konsumen Cv. Sumber Garuda Mas. Jurnal Riset Rumpun Ilmu Ekonomi, 1(2), 029–045. https://doi.org/10.55606/jurrie.v1i2.361
data driven storytelling. (2021). demam streaming di tengah pandemi. Kumparan.Com. https://kumparan.com/data-driven-storytelling/demam-streaming-di-tengah-pandemi-1wKv5GyaH3g/1
Delima, A., Ashary, H. M., & Usman, O. (2019). Influence of Service Quality, Product Quality, Price, Brand Image, and Promotion to Consumer Satisfaction Affecting on Consumer Loyalty (Online Shop). SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3308707
Dennis Vidina, N., Widi Dewi Ruspitasari, & Handoko, Y. (2023). THE INFLUENCE OF PRICE, PRODUCT QUALITY AND PROMOTION ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION AS A CONNECTION VARIABLE IN CUSTOMER HYPERMART CYBERPARK KARAWACI, TANGERANG, BANTEN. Sinergi : Jurnal Ilmiah Ilmu Manajemen, 11(2), 63–70. https://doi.org/https://doi.org/10.31846/jae.v11i2.617
dini Nur Asih. (2020). bioskop tutup, streaming film akan tumbuh kala pandemi. CNN Indonesia. https://www.cnnindonesia.com/teknologi/20200702074618-185-519838/bioskop-tutup-streaming-film-akan-tumbuh-kala-pandemi
disney.fandom.com. (n.d.). disney+hostar. Disney.Fandom.Com. https://disney.fandom.com/id/wiki/Disney%2B_Hotstar
Friska Suryawinata. (2022). Netflix kembali alami penurunan pelanggan aktif. Jagatreview.Com. https://www.jagatreview.com/2022/07/netflix-kembali-alami-penurunan-pelanggan-aktif/
Ghozali, I. (2021). Partial Least Squares : Konsep, Teknik, dan Aplikasi Menggunakan Program SmartPLS 3.2.9 Untuk Penelitian Empiris (Edisi 3). Badan Penerbit Universitas Diponegoro.
Hariyanto, A., & Susanti, A. (2021). Pengaruh Citra Merk, Kualitas Produk, Harga, dan Promosi terhadap Kepuasan Konsumen Pengguna Motor Honda Beat. Target : Jurnal Manajemen Bisnis, 3(1), 91–98. https://doi.org/10.30812/target.v3i1.1196
Jose, F. D. S., Sousa De Saldanha, E., & Barreto, D. M. B. (2019). The Mediation Effect of Customer Satisfaction on the Relationship between Product Quality, Perceived Price Justice and Customer Loyalty. Journal of Business and Management, 4(2), 48–60. https://tljbm.org/jurnal/index.php/tljbm
Ling Chen, H., & Mansori, S. (2018). The Effects of Product Quality on Customer Satisfaction and Loyalty: Evidence from Malaysian Engineering Industry. International Journal of Industrial Marketing, 3(1), 20. https://doi.org/10.5296/ijim.v3i1.13959
Mega farisha, Hartoyo, & Safari, A. (2022). Does Covid-19 Pandemic Change the Consumer Purchase Behavior Towards Cosmetic Products? Journal of Consumer Sciences, 7(1), 1–19. https://doi.org/10.29244/jcs.7.1.1-19
Norawati, S., Arman, A., Ali, A., Ihsan, A., & Putra, E. (2021). Analysis of Product Variation, Quality of Service and Their Effect on Customer Satisfaction. IJEBD (International Journal of Entrepreneurship and Business Development), 4(6), 954–960. https://doi.org/10.29138/ijebd.v4i6.1554
Nuran wibisono. (2016). Netflix di Indonesia, dijegal sebelum berkembang. Tirto.Id. https://tirto.id/netflix-di-indonesia-dijegal-sebelum-berkembang-Dd
Ratih, P., Rini, E. S., & Sembiring, B. K. F. (2021). The Influence of Product Quality and Price on Customer Loyalty of Telkomsel Users through Customer Satisfaction in Medan City. International Journal of Research and Review, 8(12), 580–586. https://doi.org/10.52403/ijrr.20211270
Suharyanto, S., & Vita, B. D. (2022). the Effect of E-Service Quality and Price on Customer Loyalty With Customer Satisfaction As Mediating Variable (a Case Study on Webinar Service in Indonesian Clinical Training & Education Center (Ictec) Rscm Fkui). Dinasti International Journal of Management Science, 3(5), 861–876. https://doi.org/10.31933/dijms.v3i5.1226
Yohanes Michael, C., & Santoso, S. (2022). The influence of service quality, corporate image, and customer satisfaction on customer loyalty in banking sector in Yogyakarta. International Journal of Research in Business and Social Science (2147- 4478), 11(7), 09–16. https://doi.org/10.20525/ijrbs.v11i7.2025
Yoshua Richard A, L., Mao, T. Y., Lin, C. W., & Shih, C. H. (2021). The effect of service quality, price and promotion on customer satisfaction in pegipegi.com. 2021 IEEE International Conference on Social Sciences and Intelligent Management, SSIM 2021. https://doi.org/10.1109/SSIM49526.2021.9555193
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Jurnal Manajemen (Edisi Elektronik)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
