Anteseden dari customer trust, satisfaction, dan flow experience serta dampaknya pada customer loyalty music streaming (studi kasus layanan Langit Musik)

Talenta, Adrian Marko and Mardinsyah, Andi and Raharjo, Reza Haditya (2021) Anteseden dari customer trust, satisfaction, dan flow experience serta dampaknya pada customer loyalty music streaming (studi kasus layanan Langit Musik). Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini ini bertujuan untuk menganalisis pengaruh variabel ease of use, reputation, perceived fit, interactivity terhadap kepercayaan, kepuasan pelanggan dan serta pengaruhnya terhadap loyalitas pelanggan. Model penelitian ini dimodifikasi dari penelitian sebelumnya dengan menambahkan variabel perceived enjoyment, content richness dan flow experience. Penelitian ini dilakukan terhadap 200 pelanggan premium layanan musik streaming online Langit musik. Responden dipilih dengan cara purposive sampling, sedangkan pengumpulan data dilakukan dengan kuesioner skala likert yang disebarkan secara online. Dalam penelitian ini, data dianalisis dengan metode PLS-SEM. Hasil penelitian menjelaskan pengaruh hubungan positif yang kuat ease of use secara langsung terhadap flow experience dan pengaruh hubungan positif yang kuat satisfaction secara langsung terhadap loyalty. Lebih lanjut, flow experience dan satisfaction sebagai variabel intervening memperkuat pengaruh ease of use secara tidak langsung terhadap satisfaction. Model penelitian ini memiliki akurasi prediksi yang moderat dan memiliki relevansi prediksi yang medium terhadap loyalitas pelanggan. Penelitian ini memberikan implikasi manajerial dan dapat dikembangkan untuk penelitian selanjutnya. / This study aims to analyze the impact of ease of use, reputation, perceived fit, interactivity to customer trust, satisfaction and their effects to customer loyalty. The research model was modified from previous studies by adding variabels perceived enjoyment, content richness and flow experience. This research was conducted on 200 premium subscribers of Langit musik online streaming music service. Respondents were selected by purposive sampling while data collection is done by Likert scale questionnaire distributed online. Data were analyzed by PLS-SEM method. The findings of this study explain a strong and positive influence of ease of use directly to flow experience and a strong and positive influence of satisfaction directly to loyalty. Furthermore, flow experience and satisfaction as intervening variabels strengthen the influence of ease of use indirectly to satisfaction. This research model has a moderate predictive accuracy and medium predictive relevance of customer loyalty. This research provides managerial implications and can be developped for further research.

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