Comparative Analysis of Customer Satisfaction Based on Netflix Subscription Types
DOI:
https://doi.org/10.56456/jebdeker.v6i1.850Keywords:
Customer Satisfaction, Netflix, Subscription TypeAbstract
Netflix is one of the most popular subscription-based streaming services in the world. The platform offers various subscription packages to meet customer needs and preferences, namely Basic, Standard, and Premium plans. Each package differs in terms of streaming quality and the number of devices that can be used simultaneously. This study aims to analyze and compare customer satisfaction levels based on the subscription package they use. The research data was collected through a questionnaire distributed to active Netflix users. A total of 60 respondents participated in this study, with an even distribution: 20 respondents for each subscription type. To determine whether the data was normally distributed, a normality test was conducted using the Kolmogorov-Smirnov method. Furthermore, to analyze whether there were significant differences in satisfaction levels among the three customer groups, a one-way ANOVA test was used. The analysis results showed no significant differences in satisfaction levels among users of the Basic, Standard, and Premium packages (p-value > 0.05). Therefore, further analysis such as a Post-Hoc test was not necessary. These findings indicate that the type of subscription package chosen does not significantly affect customer satisfaction. For Netflix, these results could serve as a consideration to explore other factors that may have a greater impact on customer satisfaction, such as content quality, user interface, or the overall viewing experience. impulsive purchases in the digital marketplace.
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