CD Skripsi

Pengaruh Content Marketing Dan Harga Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Netflix Pada Gen Z Di Kota Pekanbaru

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ABSTRACT
This study aims to analyze the effect of Content Marketing and price on customer loyalty through customer satisfaction among Netflix users from Generation Z in Pekanbaru City. The research uses a quantitative approach with a descriptive method. Data were collected from 110 active Netflix users through a questionnaire, and analyzed using Partial Least Square (SmartPLS 4.0) to test the relationships among variables.
The results show that Content Marketing and price have a positive and significant effect on customer satisfaction. Customer satisfaction also has a positive and significant effect on customer loyalty, mediating the relationship between Content Marketing and price toward loyalty. These findings indicate that relevant content-based marketing strategies and fair pricing can enhance satisfaction and strengthen customer loyalty to Netflix, especially among Generation Z in Pekanbaru City.
Keywords: Content Marketing, Price, Customer Satisfaction, Customer Loyalty, Netflix, Generation Z.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102111118

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102111118

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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