ANALISIS SWITCHING BARRIER, PERCEIVED VALUE DAN CUSTOMER EXPERIENCE DALAM MENJAGA CUSTOMER LOYALTY PADA PENGGUNA LAYANAN PREMIUM SUBSCRIPTION NETFLIX DI MADIUN

Rayhan, Fairus Dyan Touring (2026) ANALISIS SWITCHING BARRIER, PERCEIVED VALUE DAN CUSTOMER EXPERIENCE DALAM MENJAGA CUSTOMER LOYALTY PADA PENGGUNA LAYANAN PREMIUM SUBSCRIPTION NETFLIX DI MADIUN. S1 thesis, Universitas PGRI Madiun.

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Abstract

Fairus Dyan Touring Rayhan. 2026. Analysis of Switching Barriers, Perceived Value, and Customer Experience in Maintaining Customer Loyalty for Netflix Premium Subscription Service Users in Madiun. Supervisor (I) Dian Citaningtyas Ari Kadi, S.E., M.M.; Supervisor (II) Hendra Setiawan, S.E., M.M. This study aims to analyze the influence of Switching Barrier, Perceived Value, and Customer Experience on Customer Loyalty in Netflix Premium Subscription service users in Madiun, both partially and simultaneously. This study uses a quantitative approach with a survey method. A sample of 385 respondents was selected using the purposive sampling technique. Data were collected through a Likert scale questionnaire and analyzed using instrument tests, classical assumption tests, multiple linear regression analysis, t-tests, F tests, and determination coefficients (R²) with the help of IBM SPSS. The results of the study show that Switching Barrier, Perceived Value, and Customer Experience partially or simultaneously have a positive and significant effect on Customer Loyalty. A determination coefficient value (R²) of 0.619 indicates that 61.9% of Customer Loyalty variations can be explained by these three variables, while the remaining 38.1% are influenced by factors outside the model. These findings suggest that increased barriers to transfer, perceived value, and customer experience can increase user loyalty of Netflix's Premium Subscription service. Keywords: Switching barrier, Perceived Value, Customer Experience, Customer loyalty, Netflix.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Switching barrier; Perceived Value; Customer Experience; Customer loyalty; Netflix
Subjects:	A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	TOURING DYAN FAIRUS
Date Deposited:	27 Oct 2026 03:21
Last Modified:	27 Oct 2026 03:28
URI:	http://eprint.unipma.ac.id/id/eprint/10726

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