Analisis Pengaruh E-Service Quality, Promotion, dan Perceived Value dalam Mempertahankan Customer Loyality Melalui E-Satisfaction pada Spotify

Pardede, Genta Rahel Genesia (2025) Analisis Pengaruh E-Service Quality, Promotion, dan Perceived Value dalam Mempertahankan Customer Loyality Melalui E-Satisfaction pada Spotify. Other thesis, Institut Teknologi Sepuluh Nopember.

Text 5010211064-Undergraduate_Thesis.pdf Restricted to Repository staff only Download (3MB) | Request a copy

Abstract

Spotify sebagai layanan streaming musik digital mengalami pertumbuhan pengguna yang pesat, namun tetap menghadapi tantangan dalam mempertahankan loyalitas pelanggan di tengah persaingan dengan berbagai platform sejenis. Penelitian ini dilakukan untuk menganalisis pengaruh e-service quality, promotion, dan perceived value terhadap customer loyalty melalui e-satisfaction sebagai variabel mediasi. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada pengguna Spotify yang berdomisili Surabaya, berdasarkan hasil pengumpulan data tersebut, dilakukan pengolahan data menggunakan pedekatan pendekatan PLS-SEM dengan bantuan software SmartPLS. Berdasarkan hasil analisis, ditemukan bahwa e-satisfaction berpengaruh signifikan terhadap Customer Loyalty, dan variabel perceived value memberikan pengaruh besar terhadap e-satisfaction namun tidak secara langsung memengaruhi loyalitas. Di sisi lain, promotion berpengaruh langsung terhadap loyalitas tetapi tidak terhadap kepuasan, sedangkan e-service quality tidak berpengaruh langsung terhadap loyalitas namun berkontribusi terhadap kepuasan. Hasil ini menunjukkan bahwa loyalitas pengguna Spotify lebih efektif dibangun melalui peningkatan persepsi nilai, dan kepuasan pengguna. Berdasarkan perhitungan Importance Performance Map pada software SmartPLS yang telah dilakukan, sebaiknya Spotify lebih memfokuskan penyusunan strategi di bidang past experience dan personal selling yang saat ini performansinya masih dirasa belum tinggi namun memberikan efek yang besar pada kesetiaan pelanggan. Selain itu, diharapkan bagi penelitian selanjutnya untuk lebih detail dalam penyusunan pertanyaan agar tidak terjadi kesalahpahaman dari responden dalam mengisi kuesioner. Penelitian selanjutnya juga disarankan untuk melakukan eksplorasi pada variabel laten lainnya yang berpotensi dapat meningkatkan kesetiaan pelanggan terhadap Spotify.
======================================================================================================================================
Spotify, as a digital music streaming service, has experienced rapid user growth but continues to face challenges in maintaining customer loyalty amid intense competition with similar platforms. This study aims to analyze the influence of e-service quality, promotion, and perceived value on customer loyalty through e-satisfaction as a mediating variable. Data was collected through a questionnaire distributed to Spotify users residing in Surabaya. The data was then processed using the PLS-SEM approach with the help of SmartPLS software. Based on the analysis results, it was found that e-satisfaction has a significant effect on customer loyalty, and perceived value has a strong influence on e-satisfaction but does not directly affect loyalty. On the other hand, promotion has a direct effect on loyalty but not on satisfaction, while e-service quality does not directly affect loyalty but contributes to satisfaction. These findings indicate that user loyalty to Spotify is more effectively built through enhanced perceived value and user satisfaction. According to the results of the Importance Performance Map Analysis conducted using SmartPLS, it is recommended that Spotify focus its strategic efforts on improving past experience and personal selling, as these aspects currently show relatively low performance but have a substantial impact on customer loyalty. Furthermore, future research is advised to formulate questionnaire items more precisely to avoid misunderstandings by respondents. It is also suggested that future studies explore other potential latent variables that may contribute to increasing customer loyalty toward Spotify.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Customer Loyalty, Partial Least Squeares - Structural Equation Modelling (PLS-SEM), Importance Performance Analysis (IPA), Customer Loyalty, Partial Least Squeares - Structural Equation Modelling (PLS-SEM), Importance Performance Analysis (IPA)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HA Statistics > HA31.35 Analysis of variance H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Industrial Technology > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Genta Rahel Genesia Pardede
Date Deposited:	28 Jul 2025 08:46
Last Modified:	28 Jul 2025 08:46
URI:	http://repository.its.ac.id/id/eprint/122236

Actions (login required)

View Item