Demonda Febrianzi, - (2023) CUSTOMER SATISFACTION DISNEY PLUS HOTSTAR DI KOTA JAKARTA MELALUI CUSTOMER EXPERIENCE: Survey pada Followers Instagram Disney Plus Hotstar. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Perkembangan era teknologi pada saat ini telah mempengaruhi seluruh aspek sehingga tidak dapat dihindari, dimana hal tersebut berdampak terhadap aktivitas seperti bisnis, pasar, perusahaan maupun gaya hidup masyarakat termasuk dalam menikmati layanan hiburan streaming. Hal ini ditandai dengan posisi Indonesia sebagai lima besar negara dengan pengguna layanan streaming terbanyak di dunia pada tahun 2022. Disney Plus Hotstar merupakan salah satu pemain di industri streaming yang hadir di Indonesia sejak tahun 2020, namun kehadirannya belum menjadikan Disney Plus Hotstar sebagai layanan streaming terfavorit nomor 1 di Indonesia. Selain itu, Customer Satisfaction Disney Plus Hotstar dapat dilihat pada customer journay map dirasa masih belum dapat memenuhi apa yang pelanggan inginkan dalam memenuhi customer experience. Penelitian ini berfokus pada Customer Satisfaction Disney Plus di Kota Jakarta dengan memperhatikan gambaran dan pengaruh Customer Experience terhadap Customer Satisfaction. Penelitian ini menggunakan pendekatan penelitian kuantitatif berupa survey serta menggunakan desain penelitian klausal untuk mengetahui seberapa besar pengaruh variabel independen (Customer Experience) terhadap variabel dependen (Customer Satisfaction). Sampel yang digunakan berjumlah 384 responden yang merupakan followers Disney Plus di Kota Jakarta dan telah menggunakan layanan Disney Plus Hotstar dalam satu tahun terakhir. Hasilnya menunjukan bahwa variabel Customer Experience dan Customer Satisfaction berada pada kategori tinggi, serta menunjukan adanya pengaruh positif. Sehingga diharapkan Disney Plus Hotstar mampu meningkatkan Customer Experience melalui pengalaman yang baik agar tercipta presepsi baik terhadap pengalaman menggunakan Disney Plus Hotstar (Sosial) dan memberikan pengalaman terbaik melalui interaksi antara Disney Plus Hotstar dengan pelanggan dalam menggunakan Disney Plus Hotstar (Physical) untuk meningkatkan Customer Satisfaction. The development of the current technological era has affected all aspects so that it cannot be avoided, where it has an impact on activities such as business, markets, companies and people's lifestyles including enjoying streaming entertainment services. This is indicated by Indonesia's position as the top five countries with the most streaming service users in the world by 2022. Disney Plus Hotstar is one of the players in the streaming industry that has been present in Indonesia since 2020, but its presence has not made Disney Plus Hotstar the number 1 favorite streaming service in Indonesia. In addition, Disney Plus Hotstar's Customer Satisfaction can be seen in the customer journay map, which is still unable to fulfill what customers want in fulfilling the customer experience. This research focuses on Disney Plus Customer Satisfaction in Jakarta City by paying attention to the description and influence of Customer Experience on Customer Satisfaction. This study uses a quantitative research approach in the form of a survey and uses a clausal research design to determine how much influence the independent variable (Customer Experience) has on the dependent variable (Customer Satisfaction). The sample used amounted to 384 respondents who are Disney Plus followers in the city of Jakarta and have used Disney Plus Hotstar services in the past year. The results show that the Customer Experience and Customer Satisfaction variables are in the high category, and show a positive influence. So it is hoped that Disney Plus Hotstar will be able to improve Customer Experience through a good experience in order to create a good perception of the experience of using Disney Plus Hotstar (Social) and provide the best experience through interactions between Disney Plus Hotstar and customers in using Disney Plus Hotstar (Physical) to increase Customer Satisfaction.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&user=lyvB7lQAAAAJ SINTA ID: 5993246 SINTA ID: 5979141 |
| Uncontrolled Keywords: | Customer experience, Customer Satisfaction, video on demand, Disney Plus Hotstar |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Demonda Febrianzi |
| Date Deposited: | 17 Sep 2023 08:21 |
| Last Modified: | 17 Sep 2023 08:21 |
| URI: | http://repository.upi.edu/id/eprint/104673 |
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