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Didik Gunawan
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ANALYSIS OF FACTORS INFLUENCING NETFLIX APPLICATION CUSTOMER LOYALTY IN GENERATION Z Adinda Lubis; Juwita Samaria Manurung; Didik Gunawan; Nursaimatussaddiyah
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 5 (2025): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i5.739

Abstract

This study analyzes the role of price, brand image, and E-service quality factors in shaping Generation Z customer loyalty towards Netflix services. Using a quantitative method with a sample of 96 respondents from Generation Z (aged 18-27 years), data were collected through an online questionnaire and analyzed with SMART PLS 3.0. The results showed that price has a significant effect on customer loyalty, while brand image and E-service quality do not have a significant effect. These findings confirm that the right pricing strategy can increase customer loyalty, and factors such as content diversity and ease of use of the platform are more dominant in retaining Generation Z customers.
ANALYSIS OF FACTORS AFFECTING BANK SINARMAS LOYALTY TO MILLENNIALS AND GENERATION Z Joni; Cindy Synthya Br Tarigan; Didik Gunawan; Cici Puspaningrum
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 6 (2025): MAY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i6.744

Abstract

This study aims to analyze the influence of M-Banking services, customer satisfaction, and location on Bank Sinarmas customer loyalty in the Millennial generation and generation Z. This study uses a quantitative approach to the census method on 172 respondents. This research uses a quantitative approach with a census method of 172 respondents. Data were collected through questionnaires and analyzed using the Structural Equation Modeling method based on Partial Least Squares (SEM-PLS). The results showed that M-Banking services have a significant effect on customer loyalty in both generations. Meanwhile, customer satisfaction does not show a significant influence on loyalty, both in the Millennial generation and the Z generation. The location factor has a significant influence only on generation Z, while in the Millennial generation it is not significant. This indicates that there are differences in preferences between generations on factors that affect loyalty. This research provides important implications for the development of banking service strategies that are oriented towards digital needs and accessibility across generations.
Co-Authors Adinda Lubis Aini, Fuji Asih Ari Andika Ari Syahputra Cahyadi, Willy Cici Puspaningrum Cindy Synthya Br Tarigan Deddy Dwi Arseto Dedy Dwi Arseto Haya Haratikka Imelda Mardayanti Indra Welly Arifin Isnaini Harahap Joni Juwita Samaria Manurung Kurniawati, Tri Ade Leny Kalyana M Alang Khairunnizar M.Alang Khairunnizar Marissa Natalia Pardede Nursaimatussaddiya Nursaimatussaddiyah Nurul Hafizah Rosmiati Kristin Saparuddin Siregar Sarwoto SARWOTO SARWOTO Usnul Fadzila Yenni Arfah Yulia Putri Tio