The influence of customer value, brand experience, user experience on customer satisfaction of Netflix gen z user

Arari, Kelvin (2022) The influence of customer value, brand experience, user experience on customer satisfaction of Netflix gen z user. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

On the Netflix media streaming app, there are significant customer satisfaction constraints. The purpose of this study is to investigate whether customer value, brand experience, and user experience have an effect on customer satisfaction of Netflix app users in the city of Medan. Customer value, brand experience, and user experience have an important role in shaping the occurrence of customer satisfaction. Customer value, brand experience, and user experience are closely related and affect customer satisfaction and app profitability. This research was conducted using quantitative, associative methods. The total population in this study were Netflix application users who were in the city of Medan and had a sample of 70 respondents through convenience sampling. Data is collected by distributing questionnaires. Hypothesis test results show that customer value, brand experience and user experience affect customer satisfaction. In addition customer value, brand experience, and user experience have a 67.4 influence on customer satisfaction. This study also passed the validity test, reliability, normality test, multicollinearity test, heteroskedasticity test, linearity test, multiple linear regression test, and customer satisfaction equation= -1.175- 0.70 customer value+0.296 brand experience+0.602 user experience+ e. The recommendation for the media streaming app Netflix is that Netflix should pay more attention to the prices they offer to customers by providing discounts to its subscribers. Netflix must also continue to build a good relationship with its customers so that it can increase the satisfaction of its customers./ Di Aplikasi streaming media Netflix, mengalami kendala di dalam kepuasan pelanggan yang signifikan. Tujuan dari penelitian ini adalah untuk menyelidiki apakah nilai pelanggan, pengalaman merek, dan pengalaman pengguna berpengaruh terhadap kepuasan pelanggan pengguna aplikasi Netflix di kota Medan. Nilai pelanggan, pengalaman merek, dan pengalaman pengguna memiliki peran penting dalam membentuk terjadinya kepuasan pelanggan. Nilai pelanggan, pengalaman merek, dan pengalaman pengguna sangat berkaitan dan mempengaruhi kepuasan pelanggan dan profitabilitas aplikasi. Penelitian ini dilakukan dengan menggunakan metode kuantitatif, asosiatif. Jumlah populasi di penelitian ini adalah pengguna aplikasi Netflix yang berada di kota Medan dan memiliki sampel 70 respondent melalui convenience sampling. Data dikumpulkan dengan menyebarkan kuesioner. Hasil uji hipotesis menunjukkan nilai pelanggan , pengalaman merek dan pengalaman pengguna berpengaruh terhadap kepuasan pelanggan. Selain itu nilai pelanggan, pengalaman merek, dan pengalaman pengguna memiliki pengaruh 67,4 terhadap kepuasan pelanggan. Penelitian ini juga lulus uji validitas, reliabilitas, uji normalitas, uji multikolinieritas, uji heteroskedastisitas, uji linieritas, uji regresi linier berganda, dan persamaan kepuasan pelanggan= -1.175-0,70 nilai pelanggan+0,296 pengalaman merek+0,602 pengalaman pengguna+ e. Rekomendasi untuk aplikasi streaming media Netflix adalah Netflix harus lebih memperhatikan harga yang mereka tawarkan kepada pelanggan dengan memberikan diskon kepada pelanggannya. Netflix juga harus terus membangun hubungan yang baik dengan pelanggannya sehingga dapat meningkatkan kepuasan pelanggannya.

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