The Effect Of Personalized Content Recommendations And Price Personalization On Consumer Loyalty Of Streaming Services

Abstract

ABSTRAK

Pertumbuhan pesat layanan streaming seperti Netflix dan Spotify telah mendorong perusahaan untuk mengadopsi strategi personalisasi guna mempertahankan pelanggan dan meningkatkan loyalitas mereka. Riset ini bertujuan untuk mengkaji pengaruh personalisasi konten dan personalisasi harga pada loyalitas pelanggan dalam konteks layanan streaming. Riset ini mengadopsi pendekatan kuantitatif dengan metode survei, melalui kuesioner online, terkumpul 365 responden pengguna aktif layanan streaming di Indonesia. Riset ini menganalisis personalisasi konten dan personalisasi harga (independent), serta loyalitas pelanggan (dependent) yang mencakup loyalitas sikap dan loyalitas perilaku. Pengolahan data melalui regresi linier berganda untuk menguji hipotesis yang diajukan. Hasil data memperlihatkan baik personalisasi konten maupun personalisasi harga memiliki pengaruh positif pada loyalitas pelanggan. Selain itu, kombinasi keduanya memberikan dampak yang lebih besar terhadap peningkatan loyalitas dibandingkan jika diterapkan secara terpisah. Simpulan dari penelitian ini adalah bahwa personalisasi yang dirancang secara efektif mampu memperkuat keterikatan pengguna pada platform layanan streaming, sehingga perusahaan perlu terus mengembangkan strategi personalisasi secara holistik dan berbasis data.

Kata kunci: personalisasi konten, personalisasi harga, loyalitas pelanggan, layanan streaming, rekomendasi algoritmik.

ABSTRACT

The rapid growth of streaming services such as Netflix and Spotify has encouraged companies to adopt personalization strategies to retain customers and enhance their loyalty. This research aims to examine the influence of content personalization and price personalization on customer loyalty in the context of streaming services. A quantitative approach was adopted using a survey method, in which data were collected through online questionnaires from 365 active streaming service users in Indonesia. The independent variables in this study are content personalization and price personalization, while the dependent variable is customer loyalty, which includes attitudinal and behavioral loyalty. Data result was conducted using multiple linear regression to test the proposed hypotheses. The results show that both content personalization and price personalization have a significant positive effect on customer loyalty. Moreover, the combination of both provides a greater impact on loyalty enhancement compared to when applied separately. The conclusion of this study is that well-designed personalization can strengthen user attachment to streaming service platforms, and therefore, companies should continue to develop holistic, data-driven personalization strategies.

Keywords: content personalization, price personalization, customer loyalty, streaming services, algorithmic recommendation.