The Influence Of Electronic Service Quality, Perceived Value, And Perceived Price On Loyalty Through Satisfaction As A Mediating Variable On Netflix Customers In Banda Aceh City

This study aims to measure the influence of electronic service quality, perceived value, and perceived price on customer loyalty, with satisfaction serving as a mediating factor among Netflix customers in Banda Aceh City. The study's population consists of all Netflix customers in Banda Aceh, and a sample size of 264 respondents was selected. Data was collected through a questionnaire. For analysis, Structural Equation Modeling (SEM) and the Sobel test were used to examine the relationships among the variables. The results indicate that, for Netflix customers in Banda Aceh City, electronic service quality, perceived value, and perceived price significantly impact customer satisfaction. Furthermore, electronic service quality and perceived price significantly influence customer loyalty; however, perceived value does not have a significant effect. Customer satisfaction plays a positive role in enhancing loyalty and serves as a mediating variable in the relationships between electronic service quality, perceived value, and perceived price with loyalty. These findings suggest that satisfaction strengthens the connection between these factors and customer loyalty for Netflix users in Banda Aceh City.