PERAN ARTIFICIAL INTELLIGENCE DAN CUSTOMER EXPERIENCE TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI PADA PENGGUNA NETFLIX

Ferdynand, Nicholas Ariesta (2024) PERAN ARTIFICIAL INTELLIGENCE DAN CUSTOMER EXPERIENCE TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI PADA PENGGUNA NETFLIX. Skripsi thesis, Universitas Tarumanagara.

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Abstract

Abstrak:
Seiring berjalannya waktu, perkembangan teknologi berkembang semakin pesat dan semakin canggih. Persaingan diantara perusahaan penyedia layanan streaming online di Indonesia menjadi sengit. Perusahaan termasuk Netflix mencari cara untuk bagaimana mendapatkan dan mempertahankan pelanggan yang setia. Penelitian ini menggunakan desain penelitian deskriptif. Penelitian ini menggunakan alat Structural Equation Modeling - Partial Least Square (SEM-PLS) dengan memakai software SmartPLS 4. Non-probability sampling adalah Teknik yang digunakan dalam penelitian ini dengan metode purposive sampling yang memanfaatkan kuesioner untuk memperoleh data dan mendapatkan sebanyak 200 responden valid. Hasil penelitian ini adalah menunjukkan bahwa artificial intelligence tidak memiliki pengaruh terhadap customer loyalty. Customer experience dan customer satisfaction memiliki pengaruh positif dan signifikan terhadap customer loyalty. Artificial intelligence dan customer experience memiliki pengaruh positif dan signifikan terhadap customer satisfaction. Artificial intelligence dan customer experience secara tidak langsung mempengaruhi customer loyalty melalui customer satisfaction sebagai variabel mediasi.

Abstract
As time goes by, technological developments grow more rapidly and become more sophisticated. Competition among companies providing online streaming services in Indonesia has become fierce. Companies including Netflix are looking for ways to gain and retain loyal customers. This research uses a descriptive research design which is a cross-sectional study. This research uses the Structural Equation Modeling - Partial Least Square (SEM-PLS) tool using SmartPLS 4 software to process and analyze existing data. Non-probability sampling is the technique used in this research with a purposive sampling method which utilizes a questionnaire to obtain data and obtained as many as
200 valid respondents. The results of this research show that artificial intelligence has no influence on customer loyalty. Customer experience and customer satisfaction have a positive and significant influence on customer loyalty. Artificial intelligence and customer experience have a positive and significant influence on customer satisfaction. Artificial intelligence and customer experience indirectly influence customer loyalty through customer satisfaction as a mediating variable.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	03 Jun 2025 03:02
Last Modified:	03 Jun 2025 03:02
URI:	https://repotest.untar.ac.id/id/eprint/46946

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