EFFECT OF SWITCHING BARRIER, PERCEIVED VALUE, AND CUSTOMER EXPERIENCE ON NETFLIX CUSTOMER LOYALTY IN MADIUN

Fairus Dyan Touring Rayhan, Dian Citaningtyas Ari Kadi, Hendra Setiawan

Abstract


This research sets out to examine how Switching Barrier, Perceived Value, and Customer Experience separately and in combination shape Customer Loyalty among Netflix Premium Subscription subscribers in Madiun. A quantitative survey design was applied, drawing on 385 respondents recruited through purposive sampling, with the minimum sample size calculated using the Lemeshow formula. Data were gathered via a four-point Likert-scale questionnaire and subsequently processed through instrument testing, classical assumption testing, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²), all carried out with IBM SPSS. The findings confirm that Switching Barrier, Perceived Value, and Customer Experience each contribute a positive and significant effect on Customer Loyalty, whether examined individually or together. An R² value of 0.619 shows that these three variables jointly account for 61.9% of the variation in Customer Loyalty, leaving the remaining 38.1% attributable to factors beyond the model. In practical terms, as switching barriers grow stronger, perceived value rises, and customer experience improves, the loyalty shown by Netflix Premium Subscription users tends to increase as well.

Keywords: Switching Barrier, Perceived Value, Customer Experience, Customer Loyalty, Netflix.

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References


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