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All Journal eCo-Buss eCo-Fin Cerdika: Jurnal Ilmiah Indonesia
Alifah Ratnawati
Universitas Islam Sultan Agung
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Public Health Social Sciences

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Journal : eCo-Fin

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Peran Service Quality Terhadap Customer Satisfaction & Willingness to Pay Dampaknya Terhadap Repurchase Intention Pada Aplikasi Netflix Premium di Semarang Devi Rahma Yanti; Alifah Ratnawati
eCo-Fin Vol. 8 No. 1 (2026): eCo-Fin
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/ef.v8i1.3533

Abstract

Perkembangan layanan video on demand berbasis langganan mendorong meningkatnya persaingan antarplatform streaming, sehingga kualitas layanan menjadi faktor penting dalam mempertahankan pelanggan. Studi ini terdapat tujuan guna melakukan analisis pengaruh Service Quality terhadap Customer Satisfaction dan Willingness to Pay, serta dampaknya terhadap Repurchase Intention pada pengguna aplikasi Netflix Premium di Kota Semarang. Kajian ini menerapkan studi kuantitatif melalui survei. Data dihimpun mempergunakan kuesioner online yang didistribusikan terhadap 200 responden pengguna Netflix Premium yang ditentukan melalui metode purposive sampling. Analisis data dilaksanakan melalui Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS). temuan studi menyatakan bahwasanya Service Quality berdampak positif dan signifikan pada Customer Satisfaction dan Willingness to Pay. Selanjutnya, Willingness to Pay terbukti berpengaruh positif terhadap Repurchase Intention, sedangkan Customer Satisfaction tidak berpengaruh secara langsung terhadap Repurchase Intention. Temuan ini menyatakan bahwasanya kesediaan konsumen untuk membayar berperan kuat dalam mendorong niat berlangganan ulang dibandingkan kepuasan semata. Penelitian ini berkontribusi secara teoretis untuk penguatan kajian pemasaran jasa digital dan implikasinya secara praktis bagi Netflix guna mengoptimalkan kualitas layanan dan nilai yang dirasakan guna mempertahankan pelanggan di tengah persaingan industri streaming yang semakin kompetitif.
Increasing Purchase Intention Through Trust, Social Media Marketing, and Brand Image for Furniture Products in Jepara Abelia Jenita Pricia; Alifah Ratnawati
eCo-Fin Vol. 8 No. 1 (2026): eCo-Fin
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/ef.v8i1.3675

Abstract

Developments in digital marketing have encouraged furniture entrepreneurs in Jepara to utilize social media platforms as promotional tools in responding to increasingly intense market competition. Nevertheless, fluctuations in Jepara furniture sales and export performance indicate that digital marketing efforts have not yet achieved optimal outcomes. This study aims to examine the effect of social media marketing and brand image on purchase intention, with trust positioned as an intervening variable in the context of Jepara furniture products. A quantitative approach was employed using a survey method by distributing structured questionnaires to 204 respondents who had viewed or searched for information related to Jepara furniture products through social media platforms. Purposive sampling was applied, while data were analysed using the Partial Least Squares–Structural Equation Modelling (PLS-SEM) technique. The findings reveal that social media marketing and brand image have a positive and significant influence on consumer trust. Furthermore, trust, social media marketing, and brand image are proven to have a positive and significant impact on purchase intention, highlighting the critical role of trust in strengthening digital marketing effectiveness.
Co-Authors Abelia Jenita Pricia Anis Riskiyani Ayunda Novitasari Devi Rahma Yanti Eric Cahyadi Wibowo Hendar Iin Puspita Candradewi Nurhidayati