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All Journal Interaksi Online PROCEEDING OF INTERNATIONAL CONFERENCE ON BUSINESS MANAGEMENT AND ACCOUNTING
Veriska, Veriska
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science Social Sciences

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Pengaruh Kualitas Layanan, Brand Image dan Terpaan Social Media Marketing Terhadap Loyalitas Pelanggan Layanan Subscription Video-on-Demand Netflix Veriska, Veriska; Pradekso, Tandiyo
Interaksi Online Vol 12, No 1: Januari 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

This research examines the impact of service quality, brand image, and social media exposure on customer loyalty in the context of Subscription Video on Demand (SVoD) services, with a specific focus on Netflix in Indonesia. Despite being a pioneer in the Indonesian SVoD market, Netflix experienced a decline in market share in 2022. The study aims to understand the factors influencing customer loyalty, employing the Expectancy Disconfirmation Theory, Customer-Based Brand Equity, and Advertising Exposure Theory, along with Expectancy Confirmation Theory. The sampling technique utilized non-probability sampling, with a sample size of 100 respondents comprising Generation Z and millennials residing in the Jakarta-Bogor-DepokTangerang-Bekasi (Jabodetabek) area. Regression analysis results indicate that service quality has a significance value of 0.000, with a positive coefficient of 0.144, and brand image has a significance value of 0.000, with a positive coefficient of 0.208 which show that there’s an influence of service quality and brand image on Netflix’s customer loyalty. Meanwhile, social media exposure does not show a significant impact on Netflix’s customer loyalty. These findings suggest that prioritizing and enhancing service quality and brand image can be strategic focuses for companies aiming to strengthen customer loyalty in the SVoD industry.
Analysis of The Influence of Direct Marketing and Brand Image on Purchasing Decisions and Consumer Loyalty of 500 ml Sweet Condensed Milk of The Bagus Brand at PT. Riau Food Lestari Pekanbaru Aprila, Bord Nandre; Rahman, Sarli; Setyawan, Onny; Veriska, Veriska
International Conference on Business Management and Accounting Vol 3 No 2 (2025): Proceeding of International Conference on Business Management and Accounting (May
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/icobima.v3i2.5096

Abstract

This research aims to determine and analyze the influence of direct marketing and brand image on purchasing decisions and consumer loyalty of 500 Ml Brand Bagus sweetened condensed milk at PT. Riau Food Lestari. The population in this research is consumers who shop at PT. Riau Food Lestari is spread and the exact number is not known. Furthermore, sampling in this research used the Roscoe approach which resulted in 120 respondents and was determined using the accidental sampling method. Data analysis in this research uses the second-generation multivariate data analysis method, namely SEM or Structural Equation Model. Based on the results of the research conducted, the results showed that direct marketing has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, direct marketing has a positive and significant effect on consumer loyalty, brand image has a positive and significant effect on consumer loyalty, and purchasing decisions have a positive and significant effect on consumer loyalty of 500 Ml Good Brand sweetened condensed milk at PT. Riau Food Lestari.
Co-Authors Aprila, Bord Nandre Rahman, Sarli Setyawan, Onny Tandiyo Pradekso