Jurnal Inovasi Bisnis (Inovbiz)
Vol 10, No 2 (2022)

Analysis of Factors Affecting Customer Loyalty and Customer Satisfaction of Netflix Users in Batam City

Cerina Cerina (Universitas Internasional Batam)
Fendy Cuandra (Universitas Internasional Batam)

Article Info

Publish Date
18 Dec 2022


This study aims to determine the effect of Promotion, Ease of Use, Brand Image, Service Quality and Website Quality on Customer Loyalty mediated by Customer Satisfaction. The sample in this study amounted to 400 people whose people are domiciled in Batam City and who have or are currently using the Netflix application. The sampling technique used is using the purposive sampling method in which the data used in this study is sourced from primary data such as distributing online questionnaires using Google Form. The final result of the study said that customer satisfaction was not influenced by promotion, but customer satisfaction was significantly influenced by ease of use, brand image, service quality and website quality. Then customer loyalty is significantly influenced by promotion, service quality, website quality and customer satisfaction, but customer loyalty is not influenced by ease of use and brand image.

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Journal Info





Economics, Econometrics & Finance


Jurnal Inovasi Bisnis (Inovbiz) focuses on how we gain knowledge through innovation and how knowledge encourages the innovation both in economics and business. It is provided for writer, researcher, professor, and practitioner who want to publish their research reports or articles, theoritical or ...