TANUWIDJAYA, DENNIS PRAYUDHA (2024) PENGARUH BRAND IMAGE, E-SERVICE QUALITY, DAN PERCEIVED EASE OF USE TERHADAP E-LOYALTY PELANGGAN LAYANAN STREAMING NETFLIX. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effect of brand image, e-service quality, and perceived ease of use on e-loyalty Netflix streaming. The subject of this research is someone who has subscribed to the Netflix service for 2 months or more and lives in Jabodetabek, Indonesia. The sample used in this study was 180 respondents. The sampling technique using a purposive sampling and the approach used was the Structural Equation Model (SEM) - Partial Least Square (PLS) with the SmartPLS 3 analysis tool. The results of this research show that Brand Image, E-Service Quality, and Perceived Ease Of Use has a positive and significant effect on E-Loyalty Netflix streaming service. Keywords: Brand Image, E-Service Quality, Perceived Ease of Use, E-Loyalty, Netflix Service. Penelitian ini bertujuan untuk menganalisis pengaruh brand image, e-service quality, dan perceived ease of use terhadap e-loyalty pelanggan layanan streaming Netflix. Subjek dalam penelitian ini adalah seseorang yang pernah berlangganan layanan Netflix selama 2 bulan atau lebih dan berdomisili di Jabodetabek, Indonesia. Sampel yang digunakan dalam penelitian ini adalah sebanyak 180 responden. Teknik pengambilan sampel menggunakan purposive sampling dan pendekatan yang digunakan adalah Structural Equation Model (SEM) - Partial Least Square (PLS) dengan alat analisis SmartPLS 3. Hasil penelitian ini menunjukkan bahwa Brand Image, E-Service Quality, dan Perceived Ease Of Use berpengaruh positif dan signifikan terhadap E-Loyalty Pelanggan layanan streaming Netflix. Kata Kunci : Brand Image, E-Service Quality, Perceived Ease of Use, E-Loyalty, Layanan Netflix.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 24 318 |
| NIM/NIDN Creators: | 43120010030 |
| Uncontrolled Keywords: | Brand Image, E-Service Quality, Perceived Ease of Use, E-Loyalty, Layanan Netflix. |
| Subjects: | 400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 23 Sep 2024 07:08 |
| Last Modified: | 23 Sep 2024 07:08 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/91697 |
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