PENGARUH E-SERVICE QUALITY TERHADAP ELECTRONIC WORD OF MOUTH (E-WOM) MELALUI E-SATISFACTION PADA PENGGUNA MEDIA OVER THE TOP (OTT) NETFLIX

Nisha Aulya Tjasbari, - (2024) PENGARUH E-SERVICE QUALITY TERHADAP ELECTRONIC WORD OF MOUTH (E-WOM) MELALUI E-SATISFACTION PADA PENGGUNA MEDIA OVER THE TOP (OTT) NETFLIX. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: https://repository.upi.edu/

Abstract

Penelitian ini bertujuan untuk memperoleh gambaran e-service quality terhadap E-WOM melalui e-satisfaction pada Pengguna Media Over The Top (OTT) Netflix. Pendekatan pada penelitian ini menggunakan metode kuantitatif, dengan mengumpulkan data dari 200 responden yang dipilih secara acak dari total populasi Komunitas Netflix Indonesia sebanyak 20.045 anggota. Teknik sampel yang digunakan adalah simple random sampling melalui distribusi kuesioner. Analisis data dilakukan dengan menerapkan teknik deskriptif dan verifikatif melalui Structural Equation Modeling (SEM) menggunakan perangkat lunak AMOS. Hasil penelitian menunjukkan bahwa e-service quality berpengaruh positif dan signifikan terhadap E-WOM melalui e-satisfaction, tetapi e-service quality tidak berpengaruh langsung terhadap E-WOM. Kesimpulan ini menunjukkan bahwa penerapan e-service quality dapat meningkatkan E-WOM melalui peran mediasi e-satisfaction pada pengguna Netflix. This study aims to obtain an overview of e-service quality on E-WOM through e-satisfaction on Netflix Over The Top (OTT) Media Users. This approach uses quantitative methods, by collecting data from 200 respondents randomly selected from the total population of the Indonesian Netflix Community of 20,045 members. The sample technique used was simple random sampling through questionnaire distribution. Data analysis was carried out by applying descriptive and verification techniques through Structural Equation Modeling (SEM) using AMOS software. The results showed that e-service quality has a positive and significant effect on E-WOM through e-satisfaction, but e-service quality has no direct effect on E-WOM. This conclusion shows that the application of e-service quality can increase E-WOM through the mediating role of e-satisfaction in Netflix users.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?hl=en&user=YD_21-IAAAAJ ID SINTA Dosen Pembimbing: Lili Adi Wibowo: 5984836 Dian H. Utama: 5993184
Uncontrolled Keywords: e-service quality, e-wom, e-satisfaction
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User: Nisha Aulya Tjasbari
Date Deposited: 06 Mar 2024 07:35
Last Modified: 06 Mar 2024 07:35
URI: http://repository.upi.edu/id/eprint/116026

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