Abstract:
The purpose of this study is to identify the determinant factors of customer loyalty
towards Netflix's subscription video-on-demand service in Indonesia. The study will
focus on two independent variables, namely pricing strategy and habitual behavior,
with the mediating variable of customer satisfaction and the dependent variable of
customer loyalty. The study will use a quantitative approach, with purposive sampling
and the data will be collected through an online survey. The target population for this
study is Netflix subscribers in Indonesia aged 18-34 years old. The sample size will
be consisting of 129 respondents. The study will use PLS-SEM as the primary analysis
tool to test the research model and hypotheses. The study will contribute to the existing
literature by providing insights into the factors that influence customer loyalty towards
Netflix in Indonesia. The findings of this study are expected to be useful for Netflix
in developing effective strategies to improve customer loyalty and retain customers in
the highly competitive Indonesian market. The study will also provide insights into
the applicability of the PLS-SEM technique in the context of customer loyalty
research. In conclusion, this study aims to provide insights into the determinant factors
of customer loyalty towards Netflix's subscription video-on-demand service in
Indonesia. The study will use PLS-SEM as the primary analysis tool and an online
survey to collect data. The result shows that pricing strategy does have a positive
impact on customer loyalty which mediated by customer satisfaction, which oppose
to the result of habitual behavior which shows a negative impact. The findings of this
study are expected to be useful for Netflix in developing effective strategies to
improve customer loyalty and retain customers in the highly competitive Indonesian
market.
