Pengaruh Pengalaman Pengguna dan Persepsi Harga terhadap Kepuasan Pelanggan pada Pengguna Layanan Streaming Netflix di Bekasi
DOI:
https://doi.org/10.55606/jekombis.v5i3.6762Keywords:
Customer Satisfaction, Netflix, Price Perception, Streaming Service, User ExperienceAbstract
Amid the intense competition in the streaming service industry, Netflix has become one of the most popular platforms both globally and in Indonesia. The success of a platform is determined not only by the number of users but also by its ability to maintain customer satisfaction. This study aimed to analyze the effect of user experience and price perception on customer satisfaction among Netflix streaming service users in Bekasi. This research employed a quantitative approach using a survey method through the distribution of questionnaires to respondents who met the research criteria. The data were analyzed using SPSS software through data quality tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination test. The results showed that user experience and price perception had a positive and significant effect on customer satisfaction. The coefficient of determination indicated that user experience and price perception contributed 76.3% to customer satisfaction, while the remaining 23.7% was influenced by other factors beyond the scope of this study. These findings imply that Netflix can maintain its competitiveness in the Video-on-Demand (VoD) industry by integrating an excellent user experience with rational pricing strategies for customers in Bekasi.
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