Pengaruh brand trust dan ease of use juga enjoyment serta switching barriers terhadap customer loyalty dan dampaknya terhadap repurchase intenton

Alicha Elvydayanti Rahmi, Zainal Abidin, Gusti Noorlitaria

Abstract


Customer loyalty merupakan suatu hal yang paling penting pada setiap perusahaan, hal ini harus sangat diperhatikan oleh perusahaan demi mempertahankan pelanggan yang telah ada dan membuat pelanggan tersebut melakukan pembelian secara berulang (repurchase intention). Beberapa  usaha yang bisa perusahaan lakukan dalam mempertahankan customer loyalty adalah dengan meningkatkan brand trust, ease of use, enjoyment, dan switching barrier. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh brand trust, ease of use, enjoyment, dan switching barrier terhadap customer loyalty serta pengaruh customer loyalty terhadap repurchase intention. Populasi dari penelitian adalah seluruh pengguna aplikasi Netflix khususnya di Kota Samarinda. Jumlah sampel dalam penelitian ini ada 110 responden dengan non-probability sampling melalui kuesioner skala Likert. Variabel penelitian brand trust, ease of use, enjoyment, dan switching barrier sebagai variabel independent, Customer Loyalty sebagai variabel dependent. Analisis data dengan menggunakan PLS (Partial Least Square). Hasil penelitian menunjukan brand trust, ease of use, enjoyment, dan switching barrier secara simultan memiliki pengaruh terhadap customer loyalty, dan customer loyalty juga secara simultan mempengaruhi terhadap repurchase intention. Simpulan dari penelitian ini membuktikan bahwa brand trust memiliki pengaruh positif namun tidak signifikan terhadap customer loyalty, ease of use memiliki pengaruh positif dan signifikan terhadap customer loyalty, enjoyment memiliki pengaruh positif namun tidak signifikan terhadap customer loyalty, switching barrier memiliki pengaruh positif dan signifikan terhadap customer loyalty dan customer loyalty memiliki pengaruh yang positif dan signifikan Terhadap repurchase intention. Disarankan kepada perusahaan agar lebih meningkatkan lagi pada tiap variable-variabel yang belum memiliki pengaruh yang signifikan sehingga dapat lebih mempengaruhi loyalitas pelanggan dan pelanggan mau melakukan pembelian ulang menggunakan aplikasi streaming film Netflix.

 


Keywords


value proposition; promosi; minat beli

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DOI: https://doi.org/10.29264/jimm.v7i1.10889

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