PENGARUH E-SERVICE QUALITY DAN HARGA TERHADAP KEPUASAN PELANGGAN PADA PENGGUNA SVOD WETV
DOI:
https://doi.org/10.53625/joel.v2i1.3358Keywords:
E-Service Quality, Price, Customer Satisfaction, Video On DemandAbstract
Teknologi yang berkembang pesat telah banyak memberikan pengaruh dalam dunia bisnis. Keadaan ini menjadi salah satu faktor pendorong terciptanya persaingan diantara pelaku bisnis, sehingga pelaku bisnis dituntut untuk memiliki strategi yang kompetitif, terus-menerus berimprovisasi dan berinovasi dalam mempertahankan para pelanggannya. E-service quality dan harga dirancang sebagai strategi yang tepat dalam mewujudkan setiap keinginan dan harapan pelanggan. Penelitian ini mengkaji pengaruh e-service quality dan harga terhadap kepuasan pelanggan. Penelitian ini dilakukan kepada pengguna yang pernah atau sedang berlangganan SVOD WeTV di Wilayah Jabodetabek. Hasil analisis dari penelitian ini mengemukakan bahwa secara parsial e-service quality dan harga berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Dengan nilai koefisien korelasi (R-Square) sebesar 0,694 yang berarti korelasi antara variabel e-service quality dan harga dengan kepuasan pelanggan memiliki korelasi keeratan kuat sebesar 69,4%.
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