Pengaruh Kualitas Layanan dan Harga Terhadap Kepuasan Pelanggan Netflix di Indonesia
DOI:
https://doi.org/10.35870/jemsi.v11i5.4520Keywords:
Service Quality, Price, Customer SatisfactionAbstract
This article discusses research to analyze the effect of service quality and price on Netflix customer satisfaction in Indonesia. In the rapidly growing digital era, streaming services such as Netflix have become one of the main choices for people to access entertainment. The quality of service, which includes access speed, platform stability, ease of navigation, and responsiveness, and the highly competitive price factor are very important forces in shaping the experience and building customer satisfaction. This study uses a quantitative approach with a survey method through distributing questionnaires to 100 active Netflix users in various regions in Indonesia. The data was examined using multiple linear regression to determine how much influence each independent variable has on customer satisfaction as the dependent variable. The results obtained show that both service quality and price have a significant effect simultaneously and partially on customer satisfaction. This study implies that improving service quality and adjusting prices in line with consumer expectations can increase Netflix customer loyalty in the Indonesian market.
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