Electronic Theses and Dissertation

ABSTRAK

Abstrak Tesis diserahkan kepada Panitia Komisi Ujian untuk mendapatkan Gelar
Magister Manajemen pada Fakultas Ekonomi dan Bisnis Universitas Syiah Kuala
PENGARUH KUALITAS PELAYANAN ELEKTRONIK, PERSEPSI
NILAI, DAN PERSEPSI HARGA TERHADAP LOYALITAS MELALUI
KEPUASAN SEBAGAI VARIABEL MEDIASI PADA PELANGGAN
NETFLIX DI KOTA BANDA ACEH
Oleh
RIYAN RINALDI
NIM: 2101202010044
Konsentrasi : Manajemen Pemasaran
Pembimbing Utama
: Prof. Dr. Hafasnuddin., SE., MBA
Pembimbing Pembantu
: Dr. Halimatussakdiah, SE., MM., CMA
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan elektronik,
persepsi nilai, dan persepsi harga terhadap loyalitas pelanggan, dengan kepuasan sebagai
variabel mediasi, pada pelanggan Netflix di Kota Banda Aceh. Populasi dalam penelitian
ini adalah seluruh pelanggan Netflix yang berdomisili di Kota Banda Aceh. Jumlah
sampel yang digunakan sebanyak 264 responden, dengan teknik pengambilan sampel
menggunakan metode proportional sampling. Pengumpulan data dilakukan melalui
penyebaran kuesioner, sedangkan analisis data dilakukan menggunakan metode Structural
Equation Modeling (SEM) untuk menguji hubungan antar variabel. Hasil analisis
menunjukkan bahwa: (1) kualitas pelayanan elektronik, persepsi nilai, dan persepsi harga
berpengaruh signifikan terhadap kepuasan; (2) kualitas pelayanan elektronik dan persepsi
harga berpengaruh signifikan terhadap loyalitas, sedangkan persepsi nilai tidak
berpengaruh signifikan terhadap loyalitas; (3) kepuasan berpengaruh signifikan terhadap
loyalitas; (4) kepuasan memediasi secara parsial pengaruh kualitas pelayanan elektronik
terhadap loyalitas; (5) kepuasan memediasi secara penuh pengaruh persepsi nilai terhadap
loyalitas; dan (6) kepuasan memediasi secara parsial pengaruh persepsi harga terhadap
loyalitas. Temuan ini menekankan pentingnya peran kepuasan pelanggan sebagai
mekanisme mediasi dalam membangun loyalitas pelanggan terhadap layanan streaming
digital.

Kata kunci: Kualitas Pelayanan Elektronik, Persepsi Nilai, Persepsi Harga,
Loyalitas, Kepuasan

ABSTRACT Abstract of Thesis Submitted to The Examination Committe in partial fulfilment of the requirements for the degree of Master of Management on Economis and Business Faculty of Syiah Kuala University. THE INFLUENCE OF ELECTRONIC SERVICE QUALITY, VALUE PERCEPTION, AND PRICE PERCEPTION ON LOYALTY THROUGH SATISFACTION AS A MEDIATING VARIABLE AMONG NETFLIX CUSTOMERS IN BANDA ACEH CITY By RIYAN RINALDI NIM: 2101202010044 Specialization : Prof. Dr. Hafasnuddin., SE., MBA Co-Supervisor : Dr. Halimatussakdiah, SE., MM., CMA his study aims to analyze the influence of electronic service quality, perceived value, and perceived price on customer loyalty, with satisfaction as a mediating variable, among Netflix customers in Banda Aceh City. The population in this study consists of all Netflix users residing in Banda Aceh. A total of 264 respondents were selected using a proportional sampling method. Data were collected through questionnaires, and the data analysis was conducted using Structural Equation Modeling (SEM) to examine the relationships between variables. The results show that: (1) electronic service quality, perceived value, and perceived price have a significant effect on satisfaction; (2) electronic service quality and perceived price significantly affect loyalty, while perceived value does not significantly affect loyalty; (3) satisfaction significantly influences loyalty; (4) satisfaction partially mediates the effect of electronic service quality on loyalty; (5) satisfaction fully mediates the effect of perceived value on loyalty; and (6) satisfaction partially mediates the effect of perceived price on loyalty. These findings highlight the crucial role of customer satisfaction as a mediating mechanism in building customer loyalty toward digital streaming services.. Keywords: Electronic Service Quality, Value Perception, Price Perception, Loyalty, Satisfaction.