Analisis Consumer Rating dan E-Trust terhadap Continuance Intention (Survei pada Pengguna Aplikasi Netflix di Kota Sukabumi)
DOI:
https://doi.org/10.37481/jmeb.v6i2.1877Keywords:
Consumer Rating, E-Trust, Continuance Intention, Netflix, Streaming ServicesAbstract
The rapid growth of subscription-based digital streaming services has intensified competition among video-on-demand platforms, making user retention a critical challenge. In this context, consumer rating and electronic trust are considered important factors influencing users’ continuance intention. This study aims to analyze the effect of consumer rating and e-trust on continuance intention among Netflix application users in Sukabumi City, Indonesia. A quantitative approach was employed using an associative research design. Data were collected through an online questionnaire distributed to 300 Netflix users selected using purposive sampling. The data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS) through SmartPLS 3.2.9. The results indicate that consumer rating has a positive and significant effect on continuance intention, suggesting that favorable evaluations from other users strengthen users’ willingness to continue using the platform. Furthermore, e-trust also shows a positive and significant influence on continuance intention, reflecting that trust in service reliability, data security, and system integrity enhances long-term usage intention. Overall, the findings highlight the importance of maintaining credible rating systems and strengthening digital trust to sustain user engagement in subscription-based streaming services.
References
Al-Adwan, A. S., Albelbisi, N. A., Hujran, O., Al-Rahmi, W. M., & Alkhalifah, A. (2020). Developing a holistic success model for sustainable e-learning. Sustainability, 12(6), 1-23.
Aningtyas, E. S., & Supriyono. (2022). Pengaruh kepercayaan, persepsi harga, dan ulasan produk terhadap minat beli ulang produk Zoya di outlet Kediri. Jurnal Ilmiah Universitas Batanghari Jambi, 22(3), 1592-1601.
APJII. (2024). Survei penetrasi internet Indonesia 2024. Asosiasi Penyelenggara Jasa Internet Indonesia.
Ayu, I. W., Zulkarnaen, Z., & Fitriyanto, S. (2022). Budaya digital dalam transformasi digital menghadapi era society 5.0. Jurnal Pengembangan Masyarakat Lokal, 5(1), 20-25.
Berliana, C., & Sanaji. (2022). Effect of e-service quality, e-trust, and commitment on e-loyalty with e-satisfaction as a mediation variable. Management Studies and Entrepreneurship Journal, 3(4), 2397-2413.
Bhattacherjee, A. (2019). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 43(3), 1021-1040.
Creswell, J. W., & Creswell, J. D. (2019). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). Sage Publications.
Databoks. (2022). Netflix masih punya 221 juta pelanggan per kuartal I 2022. Databoks Katadata.
Etikan, I., Musa, S. A., & Alkassim, R. S. (2020). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 9(1), 1-4.
Filieri, R., Hofacker, C. F., & Alguezaui, S. (2021). What makes information helpful and trustworthy on social commerce platforms? Journal of Business Research, 124, 1-12.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage Publications.
Hajli, N., Sims, J., Zadeh, A. H., & Richard, M. O. (2019). A social commerce investigation of the role of trust in a social networking site. International Journal of Information Management, 45, 1-10.
Harli, I. I., Mutasowifin, A., & Andrianto, M. S. (2021). Pengaruh online consumer review dan rating terhadap minat beli produk kesehatan pada e-marketplace Shopee. Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia, 4(4), 558-572.
Li, Y., & Shang, H. (2020). Service quality, perceived value, and citizens’ continuous-use intention regarding e-government. Information & Management, 57(3), 1-12.
Moliner, M. A., Monferrer-Tirado, D., & Estrada-Guillén, M. (2021). Consequences of customer engagement and customer self-brand connection. Journal of Services Marketing, 35(4), 1-14.
Nurhafiah, S. (2024). Strategi komunikasi pemasaran Netflix pada film Gadis Kretek dalam meningkatkan minat penonton. Journal of Comprehensive Science, 3(5), 1-10.
Park, S., & Nicolau, J. L. (2019). Asymmetric effects of online consumer reviews. International Journal of Hospitality Management, 80, 67-78.
Putri, D. M., & Susanti, A. (2023). Pengaruh e-service quality, online customer rating, dan price consciousness terhadap repurchase intention pengguna ShopeeFood. Jurnal Riset Ilmu Ekonomi, 3(1), 23-35.
Sarstedt, M., Hair, J. F., Ringle, C. M., Thiele, K. O., & Gudergan, S. P. (2020). Estimation issues with PLS and CBSEM. Journal of Business Research, 109, 1-6.
Saunders, M., Lewis, P., & Thornhill, A. (2019). Research methods for business students (8th ed.). Pearson Education.
Tam, C., Santos, D., & Oliveira, T. (2020). Exploring the influential factors of continuance intention to use mobile apps. Information & Management, 57(3), 1-13.
