Pengaruh Promosi, Harga, dan Kualitas Layanan terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan pada Netflix Studi Pada Mahasiswa Administrasi Bisnis, UPN Veteran Jawa Timur, Angkatan 2019 -2021

Abstract

This study looks at how consumer satisfaction at Netflix affects customer loyalty by examining the influence of promotion, price, and service quality. Therefore the researcher is interested in conducting this research, which is expected to partially explain how the independent variables, variable relationships, and intervening variables influence each other. A total of 88 Netflix subscribers will participate in this quantitative study as respondents. Data for this study were collected by sending questionnaires to respondents, who would then fill them out. Validity tests, reliability tests, classical assumption tests, path analyses, and hypothesis testing are all used in research to support hypotheses. Applications such as SPSS 26 are used to manage and analyze data. According to the results of research conducted, price and service quality have a positive and significant effect on customer loyalty while promotion has a positive but not significant effect. Customer satisfaction is positively and significantly influenced by promotion, price, and service quality. Also, customer satisfaction has a positive and significant impact on customer loyalty.

Keywords: Promotion, Price, Service Quality, Customer Satisfaction, Customer Loyalty