Pengaruh Kualitas Produk dan Pengalaman Pelanggan Terhadap Loyalitas Pelanggan Aplikasi Netflix di Kecamatan Kalianda: Penelitian

Siti Berliana Nuraziza Pubaya; Tamam

doi:10.31004/jerkin.v4i1.2240

Authors

Siti Berliana Nuraziza Pubaya Universitas Muhammadiyah
Tamam Universitas Muhammadiyah

DOI:

https://doi.org/10.31004/jerkin.v4i1.2240

Keywords:

Product Quality, Customer Experience, Customer Loyalty, Netflix

Abstract

This study aims to determine the effect of Product Quality (X₁) and Customer Experience (X₂) on Customer Loyalty (Y) of the Netflix application among Generation Z in Kalianda District, both partially and simultaneously. This type of research is quantitative using an explanatory approach, and the sampling technique is non-probability sampling with a purposive sampling method. The sample in this study consisted of 140 respondents in Kalianda District who have used Netflix services. Data collection was carried out through the distribution of online questionnaires based on a Likert scale, and the data obtained were analyzed using SPSS software version 26. Based on the results of the partial analysis (t-test), it was found that the Product Quality variable has a positive but insignificant effect on Customer Loyalty, with a calculated t of 1.490 < t-table 1.658 and a significance value of 0.140 > 0.05. The Customer Experience variable has a positive and significant effect on Customer Loyalty, with a calculated t of 6.871 > t-table 1.658 and a significance value of 0.000 < 0.05. While the results of the simultaneous test (F-test) show that the calculated F is 58.519 > F-table 3.06 with a significance level of 0.000 < 0.05, and degrees of freedom df1 = 2 and df2 = 137.

References

Annur, C. M. (2023, February 21). Deretan Konten Digital Paling Sering Dibeli Pengguna Internet, Terbanyak Streaming Film dan TV. Databoks. https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/6fbcc000883af5f/deretan-konten-digital-paling-sering-dibeli-pengguna-internet-terbanyak-streaming-film-dan-tv

Fadilah, S. R. (2022). Pengaruh User Experience Terhadap Kepuasan Dan Loyalitas Generasi Milenial Pada Aplikasi Streaming Netflix (Doctoral dissertation, Fakultas Ekonomi dan Bisnis Universitas Pakuan).

Fauziah, F., Febrilia, I., & Sari, D. A. P. (2023). Pengaruh customer experience dan customer trust terhadap customer loyalty melalui customer satisfaction sebagai variabel intervening: Studi pada pengguna e-commerce di JABODETABEK. JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah, 8(3), 3039-3051.

Ghozali, I. (2016). Aplikasi analisis multivariate dengan program IBM SPSS 23. Semarang: Badan Penerbit Universitas Diponegoro.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson.

Indrawati. (2015). Metode penelitian manajemen dan bisnis: Konvergensi teknologi komunikasi dan informasi. Bandung: Refika Aditama

Indriantoro, N., & Supomo, B. (2013). Metodologi penelitian bisnis untuk akuntansi dan manajemen. Yogyakarta: BPFE.

Maulidia, A., & Aransyah, M. F. (2023). Pengaruh Kepercayaan dan Harga terhadap Keputusan Pembelian dan Loyalitas Pelanggan pada pembelian Merchandise K-Pop melalui Group Order. J-MAS (Jurnal Manajemen dan Sains), 8(1), 1022-1031.

Prayoga, S., & Ginting, A. M. (2024). Pengaruh Customer Experience, Online Sales Promotion, Customer Satisfaction, Brand Image Dan Price Terhadap Customer Loyalty Pada Brand Kategori Kecantikan Platform Tiktok. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(1), 1517-1533.

Rahayu, S., & Faulina, S. T. (2022). Pengaruh Digital Customer Experience dalam Menciptakan Customer Satisfaction dan Customer Loyalty di Era Digital. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 5(1), 1–13.

Samodra, F. P. (2025, January 28). Apa Itu VOD: Mengenal Lebih Dalam Layanan Video on Demand. Liputan6. https://www.liputan6.com/feeds/read/5869021/apa-itu-vod-mengenal-lebih-dalam-layanan-video-on-demand?page=5

Silalahi, C. A. T. (2022) Analisis Pengaruh Kualitas Produk, Persepsi Harga, Dan Word Of Mouth Terhadap Minat Beli Konsumen Layanan Streaming Netflix Pada Masa Pandemi Covid-19.

Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif dan R&D. Bandung: Alfabeta.

Suwardyanba, G. I., Prawitasari, P. P., Ariwangsa, I. G. N. O., & Tirtayani, I. G. A. (2025). Pengaruh Customer Experience Dan Store Atmosphere Terhadap Loyalitas Pelanggan Di Cv. Ary’s Mikro Singapadu Bali. Jurnal Bina Bangsa Ekonomika, 18(1), 1076-1086.

Tambunan, B., & Prabowo, B. (2024). Pengaruh Kualitas Produk, Harga dan Promosi terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening pada Kartu Prabayar Xl Axiata di Surabaya. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(1), 858-875