Pengaruh Sistem Rekomendasi Personalisasi terhadap Churn Intention melalui Mediasi Post-Purchase Satisfaction pada Pengguna Netflix
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Abstract
Studi ini bertujuan menganalisis pengaruh kualitas sistem rekomendasi personalisasi terhadap Churn Intention pengguna Netflix dengan Post-Purchase Satisfaction sebagai variabel mediasi. Kualitas sistem rekomendasi diukur melalui tiga dimensi, yaitu Information Quality, System Quality, dan Service Quality. Penelitian menggunakan pendekatan kuantitatif dengan metode survei dan teknik purposive sampling terhadap pengguna Netflix berusia 16–43 tahun di wilayah Jakarta dan Jawa Barat. Dari 239 respons yang diperoleh, sebanyak 210 respons dinyatakan valid dan dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4. Hasil penelitian menunjukkan bahwa Information Quality, System Quality, dan Service Quality berpengaruh positif dan signifikan terhadap Post-Purchase Satisfaction. Namun, ketiga dimensi tersebut tidak berpengaruh signifikan terhadap Churn Intention. Selain itu, Post-Purchase Satisfaction tidak terbukti memediasi hubungan antara kualitas sistem rekomendasi dan Churn Intention. Temuan ini menunjukkan bahwa peningkatan kualitas rekomendasi mampu memperkuat kepuasan pengguna, tetapi belum secara langsung maupun tidak langsung menurunkan kecenderungan pengguna untuk berhenti berlangganan
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