Pengaruh Keterlibatan Pelanggan Dan Kualitas Pelayanan Terhadap Minat Untuk Melanjutkan Penggunaan Melalui Kepuasan (Survei Pada Generasi Z Pengguna Disney+ Hotstar di Yogyakarta)
Abstract
This study aims to analyze the effect of customer engagement and service quality in continuance usage intention Disney+ Hotstar services through satisfaction. This research uses a quantitative method with a survey approach to Generation Z Disney+ Hotstar users in Yogyakarta. The data collection method was carried out using a questionnaire with a 5-point Likert scale distributed online through Google Form and disseminated through social media such as Instagram, Twitter, WhatsApp, and community forums. The sampling technique used was non-probability sampling, namely purposive sampling with a sample size of 210 respondents. The data analysis technique uses Partial Least Square (PLS) using SmartPLS 3.0 software. The results showed that: (1) customer engagement has a significant effect on interest in continuance usage intention Disney+ Hotstar services (2) service quality has a significant effect in continuance usage intention Disney+ Hotstar services (3) customer engagement has a significant effect in continuance usage intention through Disney+ Hotstar service satisfaction (4) service quality has a significant effect in continuance usage intention through Disney+ Hotstar service satisfaction.
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