Pengaruh Pengalaman Pengguna, Inovasi Produk dan Diferensiasi Produk terhadap Kepuasan Pengguna Aplikasi Kakao Webtoon pada Komunitas Dunia Anime 3

Abstract

The purpose of this study was to determine and analyze the effect of user experience, product innovation and product differentiation on user satisfaction of the Kakao Webtoon application in the Dunia Anime 3 community. This type of research is associative research with a quantitative approach. The population in this study were members of the Dunia Anime 3 community who used the Kakao Webtoon application and the sampling technique used was probability sampling, namely purposive sampling. The data used is primary data and secondary data obtained through distributing questionnaires to 100 members of the Dunia Anime 3 community who use the Kakao Webtoon application. The analytical methods used are descriptive analysis methods and multiple linear regression analysis methods. Data were analyzed statistically using SPSS software (version 25), namely t test, F test and coefficient of determination (R2). The results of this research show that partially, each variable of user experience, product innovation and product differentiation has a positive and significant effect on user satisfaction of the Kakao Webtoon application in the Dunia Anime 3 community. Simultaneously or simultaneously user experience, product innovation and product differentiation have a positive effect and significant to user satisfaction of the Kakao Webtoon application in the Anime World community 3. Adjusted R Square value amounting to 0.736, which means that the user satisfaction variable is influenced by user experience, product innovation and product differentiation by 73.6%, while the remaining 26.4% can be influenced by other variables not examined in this research.