Pengaruh User Experience, E-Service Quality, dan Social Media Marketing Terhadap Loyalitas Pelanggan Layanan Streaming Digital Vidio pada Generasi Z

Abstract

Competition is getting tougher in the digital streaming service industry. This causes digital streaming service companies to continue to innovate to increase customer loyalty, including from User Experience, E-Service Quality and Social Media Marketing. This study aims to determine and analyze the effect of User Experience, E-Service Quality, and Social Media Marketing on customer loyalty of Vidio digital streaming services in Generation Z. This research is associative research and the type of data used is quantitative data. The population in this study were Vidio Generation Z customers in Medan City, Medan Baru District. The number of samples in this study were 125 people with sampling techniques using purposive sampling with the criteria of having subscribed to Vidio digital streaming services for at least 1 month, aged 13-27 years (Generation Z) and located in Medan City, Medan Baru District. Data analysis used multiple linear regression analysis. The data is processed statistically with the SPSS for windows program, namely the t test model, F test and the coefficient of determination (R2). The results of this study indicate that simultaneously User Experience, E-Service Quality, and Social Media Marketing have a positive and significant effect on customer loyalty of Vidio digital streaming service customers in Generation Z. Partially, User Experience, E-Service Quality, and Social Media Marketing have a positive and significant effect on customer loyalty of Vidio digital streaming services in Generation Z.