PENGARUH PERCEIVED USEFULNESS, SERVICE QUALITY, DAN CUSTOMER ENGAGEMENT TERHADAP REPURCHASE INTENTION DENGAN CUSTOMER EXPERIENCE SEBAGAI MEDIASI (STUDI PADA PENGGUNA NETFLIX)

Abstract

ABSTRACT This research explores the influence of Perceived Usefulness, Service Quality, and Customer Engagement on Repurchase Intention, with a particular focus on Customer Experience as a mediating variable, in the context of Netflix users. The study emphasizes that a positive Customer Experience significantly enhances Repurchase Intention by fostering emotional bonds and increasing customer satisfaction. Customer Engagement also plays a critical role in driving Repurchase Intention through active interaction and social recommendations. Using a sample of 250 Netflix users, the conceptual model was tested through AMOS Structural Equation Modeling (SEM). The findings indicate that Perceived Usefulness and Service Quality positively influence Customer Experience and Customer Engagement, which in turn, have a significant impact on Repurchase Intention. The managerial implications of this study highlight the importance of improving application features, leveraging social media for customer interaction, and enhancing Service Quality to foster customer loyalty and encourage repeat purchases. Furthermore, this research suggests that companies should focus on delivering a seamless and satisfying customer experience to maintain a competitive edge. Future research should address the limitations identified in this study, such as the marginal fit of certain model parameters, and consider adopting qualitative methods to gain deeper empirical insights. Additionally, exploring diverse user demographics and varying service contexts could provide a more comprehensive understanding of the dynamics between these variables.