The Influence of Product Quality and Price to Resubscribe Intention through Customer Satisfaction as a Mediating Variable on SVoD Amazon Prime Video
Product Quality and Price on Resubscribe Intention through Customer Satisfaction as a Mediating Variable
DOI:
https://doi.org/10.21009.114Keywords:
product quality, price, resubscribe intention, customer satisfaction, subscription video on demandAbstract
This study aims to explore the influence of product quality and price on resubscribe intention with customer satisfaction as a mediating variable in SVoD service, namely Amazon Prime Video. This study applied a quantitative approach with a data collection method in the form of a survey with a questionnaire as the research instrument. The population in this study are people who live in Jabodetabek and have used or are currently using the Amazon Prime Video streaming service. The analysis technique used in this study is the SEM-PLS (Partial Least Squares) method with a calculating tool, namely SmartPLS version 4, to assess validity, reliability, and test research hypotheses. The results of this research show that: 1) product quality influences customer satisfaction, 2) price influences customer satisfaction, 3) product quality influences resubscribe intention, 4) price influences resubscribe intention, 5) customer satisfaction influences resubscribe intention, 6) product quality influences resubscribe intention, mediated by customer satisfaction, and 7) price influences resubscribe intention, mediated by customer satisfaction. This study is expected to contribute to developing knowledge about customer behavior, especially for researchers who are interested in analyzing the relationship and influence of product quality and price on resubscribe intention through customer satisfaction.
References
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Sari, R. K., & Hariyana, N. (2019). Pengaruh Harga, Kualitas Pelayanan Dan Kualitas Produk Terhadap Minat Pembelian Ulang Dan Kepuasan Pelanggan Online Shopping Pada Remaja Di Situbondo. Jurnal Bisnis Dan Manajemen, 6(2), 107–116. https://doi.org/10.26905/jbm.v6i2.3674
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Surni, & Sulaiman. (2019). Pengaruh Kualitas Pelayanan Dan Harga Yang Di Mediasi Oleh Kepuasan Pelanggan Serta Dampaknya Pada Loyalitas Pelanggan Di Swalayan Sena Rebung Blangkejeren. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 4(2), 184–198.
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Albi, M., Parlyna, R., & Hidayat, N. (2021). Pengaruh Kualitas Layanan dan Kepuasan Pelanggan terhadap Minat Beli Ulang pada Aplikasi Belanja Online X. 7(3), 6.
Anwar, I. (2015). Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian. Jurnal Ilmu Dan Riset Manajemen, 4(12).
Azkiya, S. (2022). Pengaruh Brand Awareness Dan Price Terhadap Subscribe Intention Svod Amazon Prime Video Pada Generasi Y Dan Z Di Indonesia. Program Studi S1 Manajemen Fakultas Ekonomi Dan Bisnis Universitas Widyatama, 2022. http://repository.widyatama.ac.id/xmlui/handle/123456789/15734
Benny, F., Rutinaias, P. S. ;, & Tinggi, A. S. (2020). Pengaruh Perceived Quality, Perceived Sacrifice. Dan Perceived Value Terhadap Customer Satisfaction Di Tokopedia. Jurnal Sekolah Tinggi Ilmu Ekonomi Indonesia, 1–19.
Carissa, N. E., Erlangga, M., Evik, C. S., & Handayani, P. W. (2023). The Influence of Perceived Usefulness, Satisfaction, and Personalization on Subscription Video on Demand Continuance Intentions. CommIT Journal, 17(2), 169–184. https://doi.org/10.21512/commit.v17i2.8446
Delima, A., Ashary, H. M., & Usman, O. (2019). Influence of Service Quality, Product Quality, Price, Brand Image, and Promotion to Consumer Satisfaction Affecting on Consumer Loyalty (Online Shop). SSRN Electronic Journal, 1–15. https://doi.org/10.2139/ssrn.3308707
Digital 2024: 5 billion social media users. (2024). We Are Social Indonesia. https://wearesocial.com/id/blog/2024/01/digital-2024-5-billion-social-media-users/
Fahlefi, D. R., Harminingtyas, R., Susetyarsi, T., & Widowati, M. (2023). The Influence of Company Image, Service Quality and Price Perception on Repurchase Intention through Customer Satisfaction SU2R Travel Batang. Jurnal Ilmiah Ekonomi, 18(02), 173–184. http://ejournal.stiepena.ac.id/index.php/fe
Faradiba, & Astuti, S. R. T. (2013). Analisis Pengaruh Kualitas Produk, Harga, Lokasi dan Kualitas Pelayanan terhadap Minat Beli Ulang Konsumen. Diponegoro Journal of Management, 2(3), 1–11. http://ejournal-s1.undip.ac.id/index.php/djom
Faradisa, I., H, L. B., & Minarsih, M. M. (2016). Analisis Pengaruh Variasi Produk, Fasilitas, dan Kualitas Pelayanan Terhadap Minat Beli Ulang Konsumen pada Indonesian. Journal of Management, 2(2), 1–13. http://jurnal.unpand.ac.id/index.php/MS/article/view/517/503
Fuadi, M. I., Survival, & Budiantono, B. (2021). Analisis pengaruh kualitas produk terhadap minat pembelian ulang dengan kepuasan pelanggan sebagai variabel mediasi. Wnceb, 140–151.
Hadani, A. L. (2020). Analisis Pengaruh Kualitas Layanan Terhadap Minat Beli Ulang. Jurnal Sains Pemasaran Indonesia, 8(3), 270–282.
Hafilah, N. E., Chaer, V. P., & Usman, O. (2019). The Effect of Brand Ambassador, Brand Image, Product Quality and Price on Purchase Decisions Samsung Smartphones.
Kusuma, R. W. (2015). Pengaruh Kualitas Produk, Harga, Fasilitas dan Emosional terhadap Kepuasan Pelanggan. Jurnal Ilmu Dan Riset Manajemen, 4, 1–17.
Lestari, A. T., & Iskandar, K. (2021). Pengaruh Kualitas Pelayanan dan Kualitas Produk terhadap Kepuasan Konsumen Bank BTN Cabang Tegal. Journal of Economic and Management (JECMA), 2(1), 1–9. https://doi.org/10.46772/jecma.v2i1.513
Mulyana, A., & Andreani, F. (2019). Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Minat Beli Ulang Pelanggan Shao Kao Kertajaya Melalui Kepuasan Pelanggan. Agora, 7(2).
Nabillah, A. Z. (2020). Pengaruh Kualitas Pelayanan, Harga dan Citra Perusahaan terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Variabel Intervening (Studi Kasus pada Pelanggan Indihome di Kelurahan Lubang Buaya, Jakarta Timur). Sekolah Tinggi Ilmu Ekonomi Indonesia.
Napitupulu, F. (2019). Pengaruh harga dan kualitas produk terhadap kepuasan pelanggan pada PT. Ramayana Lestari Sentosa. Kinerja, 16(1), 1–9.
Nisrina, T. N., & Usman, O. (2021). The Influence of Price, Promotion and Customer Satisfaction towards Gojek Customer Loyalty Student Faculty of Economics, State University Jakarta.
Pratiwi, H., Rosmawati, P., & Usman, O. (2019). Effect of Price, Promotion, Brand Trust and Customer Satisfaction on Customer Loyalty in Packaging Products Mineral Water Aqua. Jurnal Ilmu Pendidikan.
Putri, F. P. (2022). Pengaruh Pengalaman Pelanggan, Variasi Produk, Electronic Word of Mouth dan Sosial Media Marketing terhadap Minat Beli Kembali Berlangganan Netflix serta tinjauannya dari Sudut Pandang Islam (Studi Kasus Penelitian di Provinsi DKI Jakarta). 8.5.2017, 2003–2005.
Razak, I., Nirwanto, N., & Triatmanto, B. (2016). The Impact of Product Quality and Price on Customer Satisfaction with the Mediator of Customer Value. Journal of Marketing and Consumer Research, 30.
Rizkina, F. (2022). Pengaruh Kualitas Produk dan Kualitas Pelayanan Syariah terhadap Minat Beli Ulang yang di Mediasi oleh Kepuasan Konsumen pada Toko NZR Phone [Universitas Islam Negeri Ar-Raniry]. http://www.ifpri.org/themes/gssp/gssp.htm%0Ahttp://files/171/Cardon - 2008 - Coaching d’équipe.pdf%0Ahttp://journal.um-surabaya.ac.id/index.php/JKM/article/view/2203%0Ahttp://mpoc.org.my/malaysian-palm-oil-industry/%0Ahttps://doi.org/10.1080/23322039.2017
Sahara, F. T., & Triwardhani, D. (2023). Analisis faktor yang mempengaruhi minat berlangganan layanan streaming video-on-demand Netflix. Journal of Young Entrepreneurs, 2(1), 71–91. https://ejournal.upnvj.ac.id/index.php/jye
Sajidah, N. A., & Anggarawati, S. (2023). Pengaruh Harga dan Kualitas Layanan terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Pengguna Netflix. Reslaj : Religion Education Social Laa Roiba Journal, 6(3), 1446–1459. https://doi.org/10.47467/reslaj.v6i3.5499
Salsabila, C., Umbara, T., & Setyorini, R. (2022). Pengaruh Kepuasan Pelanggan Terhadap Minat Beli Ulang Produk Somethinc. Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi Dan Pelayanan Publik, 9(4), 668–679. https://doi.org/10.37606/publik.v9i4.405
Sari, D. A., & Mayasari, D. A. (2022). Pengaruh Harga dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan di Toko Grosir Tirta Yasa Kecamatan Banjar. Jurnal Manajemen Dan Bisnis, 4(1), 108–115.
Sari, R. K., & Hariyana, N. (2019). Pengaruh Harga, Kualitas Pelayanan Dan Kualitas Produk Terhadap Minat Pembelian Ulang Dan Kepuasan Pelanggan Online Shopping Pada Remaja Di Situbondo. Jurnal Bisnis Dan Manajemen, 6(2), 107–116. https://doi.org/10.26905/jbm.v6i2.3674
Sinambela, R. Y. P. (2019). Pengaruh Kualitas Pelayanan Dan Harga Terhadap Minat Beli Ulang Konsumen (Studi Pada Portobello Café Semarang). Jurnal Ilmu Administrasi Bisnis, 8(3), 231–240.
Suciningrum, F., & Usman, O. (2020). The Effect of Product Quality, Service Quality, and Product Price on Customer Satisfaction in Shopee. https://doi.org/10.1088/1755-1315/473/1/012028
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (1st ed.). CV Alfabeta.
Surni, & Sulaiman. (2019). Pengaruh Kualitas Pelayanan Dan Harga Yang Di Mediasi Oleh Kepuasan Pelanggan Serta Dampaknya Pada Loyalitas Pelanggan Di Swalayan Sena Rebung Blangkejeren. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 4(2), 184–198.
Syah, A. B. (2022). Pengaruh Brand Image dan Kualitas Produk terhadap Loyalitas Konsumen melalui Kepuasan Konsumen pada Layanan Video Streaming Digital Viu.
Tanamee, D., Thanabordeekij, P., Witchawanitchanun, K., & Pornkongcharoen, N. (2022). Factors Influencing Generation Z’s Subscription Intention of Video Streaming During the Pandemic in Thailand. Journal of ASEAN+ Studies, 3(2), 23–34.
Wantara, P., & Tambrin, M. (2019). The Effect of Price and Product Quality Towards Customer Satisfaction and Customer Loyalty on Madura Batik. International Tourism and Hospitality Journal, 2(1), 1–9. https://rpajournals.com/ithj:https://rpajournals.com/ithj
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Published
2024-11-12
How to Cite
Azrah Maysa Putri, & Osly Usman. (2024). The Influence of Product Quality and Price to Resubscribe Intention through Customer Satisfaction as a Mediating Variable on SVoD Amazon Prime Video : Product Quality and Price on Resubscribe Intention through Customer Satisfaction as a Mediating Variable. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), 2(1), 1705–1711. https://doi.org/10.21009.114
