Pengaruh e-Customer Relationship Management (E-CRM) dan e-Service Quality terhadap e-Customer Satisfaction dan dampaknya terhadap Customer Retention pada Platform Vidio

Koagouw, Glory Victory and Ir. Satrio Hadi Wijoyo,, S.Si., S.Pd., M.Kom. and Dwi Cahya Astriya Nugraha, S.Kom., M.Kom. (2024) Pengaruh e-Customer Relationship Management (E-CRM) dan e-Service Quality terhadap e-Customer Satisfaction dan dampaknya terhadap Customer Retention pada Platform Vidio. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini dilatarbelakangi oleh penurunan pengguna aktif Vidio dari bulan desember 2022 hingga januari 2023 kira-kira sebesar 41,46%, pasca agenda Piala Dunia berakhir. Selain itu, banyaknya keluhan pelanggan Vidio terkait kualitas layanan streaming yang dinilai masih kurang memuaskan seperti resolusi video yang kurang baik, masalah paket berlangganan yang tidak berfungsi, hingga komunikasi yang kurang informatif. Kondisi tersebut diduga telah mempengaruhi kualitas pengalaman pelanggan Vidio yang pada akhirnya dapat menurunkan tingkat retensi mereka. Oleh karena itu, penelitian ini bertujuan untuk menguji pengaruh penerapan E-Customer Relationship Management (E-CRM) dan E-Service Quality terhadap E-Customer Satisfaction serta dampaknya pada Customer Retention platform Vidio. Penelitian kuantitatif dengan metode path analysis ini melibatkan 100 orang responden pelanggan layanan streaming Vidio di wilayah Jabodetabek yang dipilih melalui teknik purposive sampling. Responden merupakan subscribers atau churn user Vidio dalam 2 tahun terakhir dengan durasi penggunaan minimal 1 kali per bulan. Hasil analisis menujukkan bahwa e-customer relationship management dan e-service quality Vidio terbukti berpengaruh terhadap e-customer satisfaction secara signifikan. Semakin baik personalisasi konten, kemudahan penggunaan aplikasi, kualitas streaming, dan dukungan customer service maka kepuasan pelanggan Vidio semakin meningkat. Tingginya e-customer satisfaction ini kemudian terbukti berpengaruh signifikan terhadap peningkatan customer retention Vidio. Ditemukan juga secara spesifik bahwa e-service quality Vidio mampu mempengaruhi customer retention secara langsung tanpa harus melalui e-customer satisfaction. Berbeda dengan e-customer relationship management yang pengaruhnya terhadap customer retention hanya muncul secara tidak langsung melalui peningkatan e-customer satisfaction.

English Abstract

The research was undermined by a decrease in Vidio's active users from December 2022 to January 2023 of approximately 41.46%, after the World Cup agenda had ended. Besides, many Vidio customers complained about the unsatisfactory quality of the streaming service, such as poor video resolution, unsuccessful subscription packages, and less informative communications. This condition is believed to have affected the quality of the Vidio customer experience which could ultimately lower their retention rates. Therefore, this study aims to test the impact of the application of E-Customer Relationship Management (E-CRM) and E-Service Quality on E-Customer Satisfaction as well as its impact on the Vidio platform's Customer Retention. The quantitative research using this path analysis method involved 100 respondents of Vidio streaming service customers in the Jabodetabek region selected through purposive sampling techniques. Respondents are Vidio subscribers or churn users in the last 2 years with a duration of use of at least 1 time per month. Analysis results indicate that Vidio's e-customer relationship management and e-service quality have been shown to have a significant impact on e-customer satisfaction. The better content personalization, application ease of use, streaming quality, and customer service support, the greater Vidio customer satisfaction. The high e-customer satisfaction then proved to have a significant impact on Vidio's customer retention. It was also found specifically that Vidio's e-service quality is able to directly affect customer retention without having to go through e-customer satisfaction. Unlike e-customer relationship management, its influence on customer retention only appears indirectly through increased e-customer satisfaction.

Item Type:	Thesis (Sarjana)
Identification Number:	0524150086
Uncontrolled Keywords:	Layanan streaming, Vidio, E-Customer Relationship Management (E-CRM), E-Service Quality, E-Customer Satisfaction, Customer Retention-Live Streaming, Vidio, E-Customer Relationship Management (E-CRM), E-Service Quality, E-Customer Satisfaction, Customer Retention.
Divisions:	Fakultas Ilmu Komputer > Sistem Informasi
Depositing User:	soegeng sugeng
Date Deposited:	21 Feb 2024 07:39
Last Modified:	21 Feb 2024 07:39
URI:	http://repository.ub.ac.id/id/eprint/215616

Text (DALAM MASA EMBARGO) Glory Victory Koagouw.pdf Restricted to Registered users only Download (2MB)

Actions (login required)

View Item