Sistania, Fida Putri and Mohammad Iqbal, S.Sos,. MIB., DBA., (2023) Customer Satisfaction dan Repurchase Intention: Pengaruh Service Quality, Perceived Usefulness, Perceived Ease of Use, Perceived Playfulness, Perceived Price (Studi Pengguna Subscription Video on Demand di Jawa Timur). Sarjana thesis, Universitas Brawijaya.
Abstract
Menonton film banyak dipilih orang untuk menghilangkan stress, healing, serta menghilangkan rasa bosan yang dirasakan seseorang sehingga dapat menimbulkan rasa nyaman. Pasar OTT di Indonesia sendiri diprediksikan akan tumbuh sebesar lebih dari USD 10.000t, dari USD 1.108,91 juta pada tahun 2021 menjadi USD 16.386,82 juta pada tahun 2031. Meningkatnya jumlah penyedia layanan OES menciptakan persaingan yang ketat di antara penyedia layanan tersebut. Setiap penyedia layanan bersaing untuk menawarkan nilai dan karakteristik yang unik. Tujuan dari penelitian ini adalah melihat bagaimana pengaruh service quality (quality of content, quality of accessibility, quality of experience), perceived price, perceived usefulness, perceived ease of use, perceived playfulness memiliki hubungan dengan customer satisfaction dan berpengaruh terhadap repurchase intention. Pada penelitian ini juga bertujuan untuk membandingkan apakah utilitarian value (perceived usefulness) akan memiliki pengaruh yang lebih besar dari hedonic value (perceived playfulness). Penelitian ini menggunakan explanatory research dengan 299 responden. Kemudian hipotesis yang telah ditetapkan diuji menggunakan Structural Equation Modelling. Hasil penelitian secara garis besar menujukkan utilitarian value memiliki pengaruh yang lebih besar dibandingkan hedonic value. Penelitian ini juga menjelaskan bahwasannya perceived price tidak berpengaruh signifikan terhadap repurchase intention.
English Abstract
Many people choose to watch movies to get rid of stress, healing, and get rid of the feeling of boredom that a person feels so that it can create a feeling of comfort. The OTT market in Indonesia alone is predicted to grow by more than USD 10,000t, from USD 1,108.91 million in 2021 to USD 16,386.82 million in 2031. The increasing number of OES service providers creates intense competition among these service providers. Each service provider competes to offer unique values and characteristics. The purpose of this study is to see how the influence of service quality (quality of content, quality of accessibility, quality of experience), perceived price, perceived usefulness, perceived ease of use, perceived playfulness has a relationship with customer satisfaction and influences repurchase intention. This study also aims to compare whether utilitarian values (perceived usefulness) will have a greater influence than hedonic values (perceived playfulness). This study used explanatory research with 299 respondents. Then the established hypothesis is tested using Structural Equation Modeling. The results of the study in general show that utilitarian values have a greater influence than hedonic values. This study also explains that perceived price has no significant effect on repurchase intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030583 |
| Uncontrolled Keywords: | Service Quality, Quality of Content, Quality of Accessibility, Quality of Experience, Pereceived Usefulness, Perceived Ease of Use, Perceived Playfulness, Customer Satisfaction, Repurchase Intention, Subscription Video on Demand |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 15 Jan 2024 03:04 |
| Last Modified: | 15 Jan 2024 03:04 |
| URI: | http://repository.ub.ac.id/id/eprint/209304 |
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Text (DALAM MASA EMBARGO)
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