Farah, Nazla Taslia (2026) PENGARUH CITRA MEREK, KUALITAS LAYANAN DIGITAL, DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN (Studi Pada Pengguna Aplikasi Netflix Di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study examines the effect of brand image, digital service quality, and customer satisfaction on customer loyalty among Netflix application users in Surabaya. Although Netflix maintains a recognizable global brand, national data show it ranks only third among video platforms in Indonesia (5.56% of users) behind free platforms such as YouTube and Vidio, while prior studies report inconsistent findings on whether brand image drives loyalty once functional service factors are accounted for, which constitutes the gap this study addresses. Using a quantitative explanatory approach, data were collected from 120 respondents determined through the Lemeshow formula and selected via purposive sampling across five regions of Surabaya, using a five-point Likert questionnaire analyzed with multiple linear regression in SPSS. The results show that brand image, digital service quality, and customer satisfaction simultaneously have a significant effect on customer loyalty (F = 22.770; p = 0.000); brand image has no significant partial effect (β = -0.030; p = 0.706); digital service quality has a positive and significant effect (β = 0.204; p = 0.010); and customer satisfaction has the strongest positive and significant effect (β = 0.384; p = 0.000), with an R² of 0.371. The findings imply that customer satisfaction, more than brand perception, is the primary driver of loyalty on paid streaming platforms. Keywords: Brand Image, Digital Service Quality, Customer Satisfaction, Customer Loyalty
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Nazla Taslia Farah | ||||||||
| Date Deposited: | 01 Sep 2026 04:39 | ||||||||
| Last Modified: | 01 Sep 2026 05:24 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/59647 |
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