Pengaruh User Experience, User Interface dan Price Fairness terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan Layanan Streaming Digital di Kota Medan

Abstract

This research aims to determine and analyze the effect of user experience, user interface, and price fairness on customer loyalty through digital streaming service customer satisfaction. This is an associative research, and the type of data used is quantitative data. The population in this research is unknown number of digital streaming services subscriber in Medan City. The sample size in is 180 Netflix, Disney+ Hotstar, Amazon Prime Video, and HBO GO subscriber. Purposive sampling is employed as the sampling technique with the criteria of having subscribed to one of the digital streaming services for minimum of 3 months. The data are analyzed with Structural Equation Modeling. The research results show that user experience, user interface, and price fairness directly have a positive and significant effect on digital streaming services customer satisfaction and loyalty. Indirectly, user experience, user interface, and price fairness have positively and significant effect on loyalty through digital streaming service customer loyalty.