Analisis Pengaruh Perceived Values, Perceived Risk Dan Kepuasan Pelanggan Terhadap Willingness To Pay More: Studi Kasus Pada Netflix

Rismantono, Bachtiar (2023) Analisis Pengaruh Perceived Values, Perceived Risk Dan Kepuasan Pelanggan Terhadap Willingness To Pay More: Studi Kasus Pada Netflix. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Semakin tingginya perkembangan dan bervariasinya layanan-layanan Video streaming di Indonesia menyebabkan perusahaan perlu mengoptimalkan berbagai macam faktor yang dapat mendorong pelanggan untuk tetap tertarik untuk berlangganan dan menggunakan layanan mereka. Persaingan antar penyedia layanan streaming yang semakin ketat menyebabkan para penyedia layanan video streaming perlu menghadirkan dan memproduksi film atau serial yang dapat menarik minat pelanggan mereka. Netflix, sebagai salah satu penyedia jasa layanan streaming media digital terbesar di dunia mempunyai mempunyai berbagai macam shows, series, film, dan film dokumentar yang melebihi penyedia jasa lainnya, salah satu program yang berhasil menarik minat para pelanggannya, yaitu Netflix Original. Konten-konten Netflix Original diproduksi, co-produced, atau didistribusikan oleh Netflix secara ekslusif dan tidak ada di penyedia layanan streaming lainnya. Hal ini membuat biaya langganan Netflix lebih mahal
dibandingkan kompetitor. Penelitian ini bertujuan untuk menentukan apakah perceived value, kepuasan pelanggan, dan perceived risk mempengaruhi willingness to pay more. Metode analisis dilakukan secara kuantitatif dengan melakukan penyebaran kuesioner yang selanjutnya dianalisis dengan Structural Equation Modeling (SEM). Data yang digunakan dalam penelitian ini adalah hasil survey kuesioner yang ditujukan kepada 106 pelanggan Netflix di Surabaya Raya berusia 18 – 40 tahun. Berdasarkan hasil penelitian ini, ditemukan bahwa perceived functional value, perceived price value, dan perceived emotional value mempunyai pengaruh yang signifikan dan positif terhadap Kepuasan Pelanggan. Sedangkan Kepuasan Pelanggan berpengaruh secara signifikan dan positif terhadap Willingness to Pay More.
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The increasing development and variety of Video Streaming services in Indonesia causes companies to optimize various factors that can encourage customers to remain interested in subscribing and using their services. Competition between streaming service providers is getting tougher, causing video streaming service providers needs to present and produce films or series that can attract the interest of their customers. Netflix, as one of the largest digital media streaming service providers in the world has a variety of shows, series, films, and documentaries that exceed other service providers, one of the programs that has succeeded in attracting the interest of its customers is Netflix Original. Netflix Original content is produced, co-produced, or distributed by Netflix exclusively and not on any other streaming service provider. This makes Netflix subscriptions more expensive than competitors. This study aims to determine whether perceived value, customer satisfaction, and perceived risk affect willingness to pay more. The analysis method was carried out quantitatively by distributing questionnaires which were then analyzed by Structural Equation Modeling (SEM). The data used in this study are the results of a questionnaire survey addressed to 106 Netflix subscribers in Greater Surabaya aged 18 – 40 years old. Based on the results of this study, it was found that perceived functional value, perceived price value, perceived emotional value, have a positive and significant influence on Customer Satisfaction. Meanwhile, Customer Satisfaction have a positive and significant effect on
Willingness to Pay More.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Perceived Values, Perceived Risk, Customer’s Satisfaction, Willingness to Pay More, Structural Equation Modeling.
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Bachtiar Rismantono
Date Deposited:	09 Feb 2023 02:38
Last Modified:	09 Feb 2023 02:38
URI:	http://repository.its.ac.id/id/eprint/96692

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