Analisis Customer Experience terhadap Customer satisfaction pada Aplikasi Spotify melalui Perceived Ease of Use sebagai Variabel Mediasi (Survei Pengguna Spotify Free pada Gen-Z di Kota Sukabumi)
DOI:
https://doi.org/10.37481/jmeb.v6i2.1908Keywords:
Customer Experience, Customer Satisfaction, Perceived Ease of Use, Spotify, Generation ZAbstract
The rapid growth of digital music streaming services has intensified competition among platforms, requiring providers to deliver superior user experiences and ease of use to maintain customer satisfaction. Despite its popularity, Spotify Free users, particularly from Generation Z, still encounter various limitations that may affect their overall satisfaction. This study aims to examine the effect of customer experience on customer satisfaction with perceived ease of use as a mediating variable among Spotify Free users from Generation Z in Sukabumi City. This research employed a quantitative approach using a causal associative design. Data were collected through an online questionnaire distributed to 195 respondents selected using purposive sampling. The measurement instrument was developed based on established indicators of customer experience, perceived ease of use, and customer satisfaction. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 3.2.9 software. The findings indicate that customer experience has a positive and significant effect on customer satisfaction and perceived ease of use. Furthermore, perceived ease of use significantly influences customer satisfaction and acts as a mediating variable in the relationship between customer experience and customer satisfaction. These results suggest that enhancing user satisfaction can be achieved not only through positive experiential factors but also by improving the perceived simplicity and usability of digital applications.
References
Aprilia, N., & Suryani, T. (2024). Pengaruh perceived ease of use dan perceived usefulness terhadap kepuasan pengguna aplikasi digital. Jurnal Manajemen dan Bisnis, 9(1), 45-58.
Aprilia, N., & Suryani, T. (2024). Pengaruh perceived ease of use terhadap kepuasan pengguna layanan digital. Jurnal Manajemen Pemasaran, 18(1), 45-57.
Bagas Saputra, F., Wikantari, M. A., & Putri, R. N. (2024). Pengaruh service quality, price, dan perceived ease of use terhadap customer satisfaction pengguna transportasi online. Jurnal Ilmu Manajemen, 7(2), 1550-1563.
Butarbutar, R., Simanjuntak, M., & Purba, J. T. (2020). Customer experience: Konsep, pengukuran, dan implikasinya dalam pemasaran. Jakarta: Gramedia Pustaka Utama.
Dawi, N. M., Jusoh, A., Nor, K. M., & Qureshi, M. I. (2018). Service quality dimensions and customer satisfaction: An empirical study of Islamic banks in Malaysia. International Journal of Quality & Reliability Management, 35(1), 56-81.
Guo, X. (2023). The evolution of the music industry in the digital age: From records to streaming. Journal of Sociology and Ethnology, 5(10), 112-120.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Thousand Oaks, CA: Sage Publications.
Kandampully, J., Zhang, T. C., & Jaakkola, E. (2015). Customer experience management in hospitality: A literature synthesis and research agenda. International Journal of Contemporary Hospitality Management, 27(7), 1318-1336.
Londong, J. P., Paridi, A., Patandean, E. H., & Patanduk, J. K. (2024). Pengaruh social media marketing dan advertising terhadap keputusan berlangganan Spotify. Journal of Marketing Management and Innovative Business Review, 1(1), 15-27.
Ningsih, K. S. W., & Sutedjo, B. (2024). Pengaruh customer value dan customer experience terhadap purchase intention melalui customer satisfaction. Jurnal Ilmiah Manajemen, Ekonomi, dan Akuntansi (MEA), 8(1), 339-352.
Noviani, R., Nugroho, Y., & Sari, D. P. (2020). Karakteristik perilaku Generasi Z dalam penggunaan media digital. Jurnal Komunikasi, 12(2), 89-101.
Sadewa, A. F., Udayana, I. B. N., & Cahyani, P. D. (2024). Pengaruh customer experience dan ease of use terhadap intention to reuse melalui customer satisfaction. Ekonomis: Journal of Economics and Business, 8(1), 454-463.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2019). Partial least squares structural equation modeling. In Handbook of market research (pp. 1-40). Cham: Springer.
Sekaran, U., & Bougie, R. (2020). Research methods for business: A skill-building approach (8th ed.). Hoboken, NJ: Wiley.
Septian, B. P., & Handaruwati, I. (2023). Pengaruh customer experience terhadap kepuasan konsumen produk kuliner lokal. Jurnal Bisnis dan Manajemen, 3(2), 16-33.
Simanjuntak, M., & Purba, J. T. (2020). Peran customer experience dalam membangun kepuasan dan loyalitas pelanggan. Jurnal Manajemen dan Bisnis, 17(2), 101-112.
Sudirman, A., Efendi, E., & Harini, S. (2020). Kontribusi harga dan kepercayaan konsumen terhadap kepuasan pengguna layanan berbasis aplikasi. Journal of Business and Banking, 9(2), 323-337.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Susanto, T. D., & Aljoza, M. (2015). Individual acceptance of e-government services: The role of perceived usefulness and perceived ease of use. Procedia Computer Science, 64, 622-629.
Thomas, A. (2017). Multivariate hybrid pathways for creating exceptional customer experiences. Business Process Management Journal, 23(4), 822-829.
Venessya, J., & Sugiyanto, S. (2023). Pengaruh customer experience dan customer value terhadap repurchase intention melalui customer satisfaction pada Spotify Premium. Jurnal Ilmiah Manajemen Kesatuan, 11(2), 211-223.
Wang, E. S.-T., & Li, Y. (2014). Consumer characteristics and system factors on online repurchasing intention. Journal of Electronic Commerce Research, 15(2), 119-132.
