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Volume 5, Issue 7, July – 2020International Journal of Innovative Science and Research TechnologyISSN No:-2456-2165The Effect of User Experience onCustomer Satisfaction on NetflixStreaming Services in IndonesiaMario Alberto Jose Martins1,Magister Management Universitas Mercubuana Jakarta,Indonesia1Setyo Riyanto2Associate Proffesor Magister Management MercubuanaJakarta, Indonesia2Abstract:- Technology has become increasinglysophisticated, all forms offered in the development ofvery cutting-edge technology. Current technology issupported by a strong internet network base thatpresents various kinds of creativity. One that getsattention is the widespread use of online streamingmedia as a basis in an online streaming media streamingplan that is Netflix. This research will discuss where theuser experience of Netflix Online Streaming MediaCustomer Satisfaction. The results of this study weredrawn from 150 respondents who are always activelyusing Netflix online streaming media. This researchonly focused on the Jakarta area, Indonesia, which isthe largest city in Indonesia.In this research, the researcher wants to examine theextent of the audience of online streaming media in thiscase user experience, are they very satisfied with thequality and service offerings in Netflix Streaming media.Keywords:- Streaming Services, Netflix, User Experience,User Satisfaction.I.INTRODUCTIONThe development of online streaming media, wherecustomers are facilitated with an all-round service "online"makes everything easy and practical. With the presence ofstreaming services that use an internet basis and can beaccessed on various types of platforms (Smart TV,Computer, Tablets, and smartphones) and anywhere andanytime provides an experience for every loyal customerwho enjoys streaming services for activity andentertainment.One of the online streaming media that has become atrend in the country is Netflix is becoming a hotconversation in Indonesia. Imagine, the streaming mediaplatform from the United States continues to reap the prosand cons with various attitudes shown by the Governmentranging from the Minister of Communication andInformation Johny G Plate, Minister of Finance SriMulyani, to the Minister of Education Nadiem Makarim.Netflix was a DVD rental company that emergedsince 1997 that was founded by Reed Hastings and MarcRandolph in Scotts Valley, California. Along with thedevelopment of technology, Netflix has also turned into astreaming movie service. In the third quarter of 2019, thenumber of Netflix paid subscribers worldwide reached 158million. At the same time, free trial customers number 5.5million.IJISRT20JUL545II.THEORETICAL BASISA. User ExperienceBased on research (Schrepp et al., 2017) studied andgrouped that user experience is with six sub-variablesnamely attractiveness, perspicuity, efficiency, anddependability, stimulation and novelty is the main scale inmeasuring user experience for interactive products. Theuser experience can evaluate products that cover theapplication area to find out how to measure the business interms of service.The user experience that needs to be emulated is tomeet the needs of the right customers without having tobother or interfere with other activities. Next comesimplicity and elegance that produces a product that ispleasant to have, a pleasure to use. True user experiencecan go beyond giving customers what they want what theyhave said or providing a checklist feature. To achieve ahigh-quality user experience in a company offers, it mustbe a merging of services between various disciplines,including engineering, marketing, graphic and industrialdesign, and interface design (Rezaldy & Telkom, 2019).According to (Raharjo & Japarianto, 2017) UserExperience is learning that comes from a person'sexperience of an object which then becomes one's selfreflection on that object. In the Journal (Kharis et al., 2019)User Experience covers aspects of user perception,behavior, even things that involve user emotions.Understanding of user experience or user experience isoften interpreted as the achievement of a product or servicethat is considered successful or failed by its users(Mardalena Hutabarat, 2014).Users not only choice because they feel comfortableto use but according to their needs (Muhammad et al.,2016). User Experience can show the perceived ease of useand efficiency through user experience in using the system(Kusuma et al., 2016). User Experience will have an impacton user behavior if it is in line with what is expected by thecustomer in enjoying online streaming shows, in this case,Netflix User Experience. The better the quality of Netflix'swww.ijisrt.com573
Volume 5, Issue 7, July – 2020International Journal of Innovative Science and Research TechnologyISSN No:-2456-2165streaming media services will improve the memorable UserExperience for the users of the service.B. Customer SatisfactionCompanies that use customer experience realize thatthe customer buys more than not just a product and service,but the customer buys what the customer will do forfeelings that are important to himself (Rezaldy & Telkom,2019). Customer satisfaction provides value for customers(customer value). Low quality will cause dissatisfactionwith customers, not only customers who feel the service butalso have an impact on others (Aryani & Rosinta, 2010).Consumer satisfaction with service companies is defined asa condition where consumer expectations of service are bythe reality received about services provided to consumers(Panjaitan & Yuliati, 2016). According to (Setyo Riyanto,2018) Implementation is a process in which strategies andpolicies are put into action through the development ofprograms, budgets, and procedures. And Netflix has madethat change and is one of the biggest online streamingmedia today. FrameworkIII.RESEARCH METHODOLOGYA. Population and SampleThe population in this study is Netflix onlinestreaming users. The sampling technique used in this studyis convenience sampling. Samples taken in this study were150 respondents.Collecting data in this study sourced from primarydata is data created by researchers to solve researchproblems. Primary data were obtained directly fromrespondents. Primary data obtained from the object ofresearch through direct and indirect observation, as well asfilling out the questionnaire using Google forms providedto respondents Netflix users.B. Analysis TechniquesThe analytical method used in this study uses SEM(Structural Equation Model). This research uses the SEMmethod because it can display the observed concepts andcan explain the overall model. Using SEM requirescomputer software (computer software) in this study willuse Amos version 2.6. SEM has two parts. The structuralmodel (Structural Model) and SEM model testing can bedivided into two main parts, namely, measurement modeland structural model.C. Object of ResearchNetflix is a digital streaming service provider foundedby Reed Hastings and software executive Marc Randolphin 1997. Initially, Netflix provided DVD rental and salesservices through the netflix.com website. In 1999, Netflixbegan providing unlimited DVD rental services with amonthly subscription system at a low price. In a year,Netflix introduced a personalized movie recommendationservice system. This system uses the value given by eachNetflix member to predict DVD movie choices, which issimilar to the current rating.Source: (Rezaldy & Telkom, 2019)Fig 1:- frameworkH1: Attractiveness has a significant effect onsatisfaction on Netflix application users.H2: Perspicuity has a significant effect onsatisfaction on Netflix application users.H3: Efficiency has a significant effect onsatisfaction on Netflix users.H4: Dependability has a significant effect onsatisfaction, partially on Netflix application users.H5: Stimulation has a significant effect onsatisfaction on Netflix users.H6: Novelty has a significant effect onsatisfaction on Netflix ercustomercustomerIn 2007, Netflix began to introduce streamingservices. This service allows its customers to be able towatch live TV shows and movies on their personalcomputers. Until 2010, several electronics companies werepartnered with Netflix to become partners. The electronicscompanies include Xbox 360, Blu-ray players, TVdecoders, PS3, TV companies, Apple devices, and manyothers. It makes Netflix customers have many streamingmedia choices that make it easy for them to enjoy Netflixservices.In 2011, Netflix was launched outside the UnitedStates, starting in the Latin American and Caribbeanregions. Access to Netflix's streaming service was extendedto European countries two years later. In 2012, Netflix wonits first Primetime Emmy Engineering Award. A year later,Netflix launched the original program, which is a programthat is produced by Netflix. Many of his original showswon several TV awards and prestigious films, from flix.com/en/about-netflix, n.d.)www.ijisrt.com574
Volume 5, Issue 7, July – 2020International Journal of Innovative Science and Research TechnologyISSN No:-2456-2165In January 2016, Netflix Co-founder and CEO ReedHastings announced the expansion of the Netflix streamingservice to reach 130 countries, including Indonesia. ReedHastings announced this when he was on the stage of the2016 Consumer Electronics Show (CES) in Las Vegas,United State (BAGUS PRASETIYO, 2016).Netflix takes a winding road in Indonesia. Thechallenge faced by Netflix at the time was that accessblocked by Telkom Group, the largest internet serviceprovider in Indonesia. It has caused many people inIndonesia who have difficulty accessing Netflix services(ATMOKO, 2020).On July 7, 2020, Telkom Group officially unblockedit after Netflix obeyed the Self Regulatory Code for VideoSubscription on Demand Industry in ASEAN regulations. Itis a rule not to display prohibited content in the form ofcontent that violates copyright, contains child pornography,terrorism, and violates Intellectual Property Rights (IPR) aswell as discrediting certain groups of people. (Jannah,2020)IV.DISCUSSIONA. Test Validity and ReliabilityConstruct validity refers to the extent to which acollection of measured variables represents the theoreticallatent construct those variables are designed to live.Psychometricmeasurementtheorymeansmeasurement models should be specified as congeneric.Standardized loading estimates should be 0.5 or higher, andideally, 0.7 or higher, to point convergent validity. AVEshould be 0.5 or greater, to suggest adequate convergentvalidity. AVE estimates for two factors also should begreater, than the square of the correlation between the twofactors to supply evidence of discriminant validity.Construct reliability should be 0.7 or higher to pointadequate convergence or internal consistency (Hair et al.,2018).Reliability refers to a measure of the degree to whichthe indicators of a latent construct are internally consistentwith each other. The indicators of highly reliable constructsare highly interrelated, indicating that they all seem tomeasure the same thing. Individual item reliability can becomputed as 1.0 minus the measurement error variance.Note that high reliability is necessary, but not sufficient,condition for validity. Validity and Reliability Testing TableLatent VariableAttractiveness(X1)Perspicuity Novelty(X6)IJISRT20JUL545IndicatorLoading FactorConclusionX1 -- X1.1X1 -- X1.2X1 -- X1.3X1 -- X1.4X1 -- X1.5X1 -- X1.6X2 -- X2.1X2 -- X2.2X2 -- X2.3X2 -- X2.4X3 -- X3.1X3 -- X3.2X3 -- X3.3X3 -- X3.4X4 -- X4.1X4 -- X4.2X4 -- X4.3X4 -- X4.4X5 -- X5.1X5 -- X5.2X5 -- X5.3X5 -- X5.4X6 -- X6.1X6 -- X6.2X6 -- alidwww.ijisrt.comAVE 0,5CR ble0,5930,853Reliable575
Volume 5, Issue 7, July – 2020International Journal of Innovative Science and Research TechnologyISSN No:-2456-2165CustomerSatisfaction(Y)X6 -- X6.4Y -- Y.1Y -- Y.2Y -- Y.3Y -- lid0,6700,890ReliableTable 1Source: SEM Amos 2.6 ApplicationB. The goodness of Fit MeasurementGoodness-of-fit (GOF) is a measure that indicatinghow well a specified model structure reproduces thecovariance matrix among the indicator variables,alternatively, the accuracy of a proposed theory(Hair et al.,2018).SEM includes a measurement model that specifies thetheoretical correspondence rules between measured andlatent variables (constructs). The measurement modelenables the computation of a proxy measure of theconstruct to represent any single independent or dependentconstruct with multiple items. By testing the fit of thetheoretical measurement model against reality, one canassess the degree of measurement error present.Analysis of the overall model will determine the levelof significance by looking at the value of p. The estimatedparameter values show results that are by the hypothesisand the level of significance p 0.05 then the hypothesisproposed means supported data or in other words accepted,however, if the estimated value of the parameter shows theresults do not match the hypothesis and the significancelevel p 0.05 then the hypothesis proposed meansunsupported data or rejected. The results of testing thehypothesis in the overall model can be seen in the tablebelow(Hair et al., 2018).The model during this study was declared fitsupported the GOF table obtained from the SEM Amos 26Application. Goodness Of Fit (GOF) Measurement TableGOFMatch LevelThecalculationresultsCMIN/DFCMIN/df 5.00(good fit)3,473RMSEACFIExplanationGood fitRMSEA 0.08(good fit) 0.08 RMSEA 0.100,129Poor Fit(marginal fit)RMSEA 0.10(poor fit)CFI 0.90 (goodfit)0.80 CFI 0.90 (marginal0,702Good fitfit)CFI 0.80 (poorfit)Table 2Source: SEM Amos 2.6 ApplicationSource: SEM Amos 2.6 ApplicationFig 2:- Structural Equation Model Diagram Hypothesis Testing TableHypothesisPathEstimatePConclusion1X1 - Y0,1410,011Accepted2X2 - Y0,187***Accepted3X3 - Y0,1440,003Accepted4X4 - Y0,204***Accepted5X5 - Y0,255***Accepted6X6 - Y0,373***AcceptedC. Hypothesis Testing in Structural Model (StructuralModel Fit)A structural theory is a conceptual representation ofthe structural relationships among constructs. The structuralmodel component represents the proposed theory with a setof structural equations specifying what things are related ornot related to each other(Hair et al., 2018).IJISRT20JUL545www.ijisrt.comTable 3Source: SEM Amos 2.6 Application576
Volume 5, Issue 7, July – 2020International Journal of Innovative Science and Research TechnologyISSN No:-2456-2165All of the existing hypotheses, from H1 to H6 all canbe accepted because the value of p 0.05 which shows allthe hypotheses are supported by the research that allIndependent variables strongly support the Dependentvariable.V.CONCLUSIONS AND SUGGESTIONA. Conclusion Based on this research, there are many findings thatalmost all respondents of this study are very enthusiasticabout the Netflix online streaming media userexperience. Netflix users are almost dominated byMillennials. In this study also, all indicators of the variable areinterrelated between one variable with other variables. This study also shows that all hypothesis testing can beaccepted in this study. In this research, most users are very satisfied with whatNetflix provides in the experience of enjoying onlinestreaming shows through Netflix.B. Suggestion For NetflixSuggestions from researchers, hoping that airing onNetflix in addition to entertaining but also provide moreeducation through each content of the film or series thataired and provide restrictions for violent scenes and thoserelated to other vulgar scenes. For Further ResearchersIt is expected to broaden the reach of respondents andadd several research variables such as Culture or ParentalGuide (specifically for families with children under 18years). Hopefully, it can be a reference for further research.REFERENCES[1]. Aryani, D., & Rosinta, F. (2010). Pengaruh kualitaslayanan terhadap kepuasan pelanggan dalammembentuk loyalitas pelanggan. Jurnal IlmuAdministrasi Dan Organisasi, 17(2), 114–126.[2]. ATMOKO, B. D. (2020). Jalan Berliku Netflix /jalan-berliku-netflix-diindonesia/[3]. BAGUS PRASETIYO. (2016). Layanan StreamingFilm Netflix Masuk Indonesia. nstreaming-film-netflix-masukindonesia/full&view ok[4]. Hair, J. ., Black, W. C., Babin, B. J., & Anderson, R.E. (2018). Multivaiate Data Analysis. Cenagage.[5]. Netflix Media Centre.[6]. Jannah, S. M. (2020). Telkom Grup Resmi BukaBlokir Netflix. Tirto.Id.IJISRT20JUL545[7]. Kharis, Santosa, P. I., & Winarno, W. W. (2019).Evaluasi User Experience pada Sistem InformasiPasar Kerja Menggunakan User ExperienceQuestionnare ( UEQ ). The 10th National Conferenceon Information Technology and ac.id/home.php?main M2Z4Vw%3D%3D &part REQ%3D [8]. Kusuma, W. A., Noviasari, V., & Marthasari, G. I.(2016). Analisis Usability dalam User Experiencepada Sistem KRS Online UMM menggunakan USEQuestionnaire. Jurnal Nasional Teknik Elektro DanTeknologi Informasi (JNTETI), 5(4), [9]. Mardalena Hutabarat. (2014). PENGARUH USEREXPERIENCETERHADAPKEPUASANPENGGUNA JEJARING SOSIAL PATH DI KOTABANDUNG PADA TAHUN 2014. European Journalof Endocrinology, 171(6), 727–735.[10]. Muhammad, F., Nugroho, R. A., & Turianto N, D.(2016). Analisis User Experience Untuk TingkatKeterpilihan Smartphone Android. Kumpulan JurnalIlmu Komputer, 04(01), 82–91.[11]. Panjaitan, J. E., & Yuliati, A. L. (2016). PengaruhKualitas Pelayanan Terhadap Kepuasan PelangganPada JNE Cabang Bandung [The Influence of ServiceQuality on Customer Satisfaction at JNE Branch inBandung]. DeReMa (Development Research ofManagement): Jurnal Manajemen, 11(2), 265.https://doi.org/10.19166/derema.v11i2.197[12]. Raharjo, S., & Japarianto, E. (2017). Pengaruh UserExperience terhadap Behavior Intention to Use DigitalMusic Streaming Services dengan Attitude TowardBehavior sebagai Media Intervening. JurnalManajemen Pemasaran, 5(1), 1–11.[13]. Rezaldy, I., & Telkom, U. (2019). Pengaruh UserExperience Terhadap Customer Satisfaction PadaPengguna Aplikasi Iflix Effect of User Experience onCustomer Satisfaction in Iflix. 6(1), 491–496.[14]. Schrepp, M., Hinderks, A., & Thomaschewski, J.(2017). Construction of a Benchmark for the UserExperience Questionnaire (UEQ). InternationalJournal of Interactive Multimedia and 9781/ijimai.2017.445[15]. Setyo Riyanto. (2018). Pengambilan KeputusanStrategis (Mahpudi (ed.); 1st Editio). ParamediaKomunikatama.www.ijisrt.com577
Netflix is a digital streaming service provider founded by Reed Hastings and software executive Marc Randolph in 1997. Initially, Netflix provided DVD rental and sales services through the netflix.com website. In 1999, Netflix began providing unlimited DVD rental services with a monthly subscription system at a low price. In a year,
