The Influence of Customer Experience and Price Fairness on Customer Loyalty of SVOD Application Users with Customer Satisfaction as Intervening

Abstract

This research discusses the impact of customer experience and price fairness on customer loyalty with customer satisfaction as intervening among Netflix customers in Jabodetabek (Jakarta, Bogor, Depok, Bekasi). This research includes two independent variables, one intervening variable, and one dependent variable. The independent variabeles included customer experience and price fairness. The intervening variable was customer satisfaction, and the dependent variable was customer loyalty. The collection of the data was carried out through an online quetioners made on Google forms and had 203 respondents. This research took a verification approach by the Structural Equaiton Modeling (SEM) terchnique. The results of the study found that customer experience and price fairness have a positive and significant effect on customer satisfaction and customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty, and customer experience and price fairness have a positive and significant effect on customer loyalty through customer satisfaction.