Pengaruh E-Service Quality dan E-Marketing terhadap Customer Satisfaction pada Aplikasi Spotify di Medan Johor

Abstract

Penelitian ini bertujuan untuk menguji pengaruh e-service quality dan e-marketing terhadap customer satisfaction pada aplikasi Spotify di Medan Johor. Penelitian ini menggunakan jenis penelitian deskriftif dengan pendekatan kuantitatif, yang diukur menggunakan metode berbasis regresi linier berganda dengan program SPSS 25. Pengumpulan data melalui penyebaran kuisioner. Populasi dari penelitian ini adalah seluruh masyarakat Kecamatan Medan Johor yang menggunakan Aplikasi Spotify dengan sampel penelitian sebanyak 100 responden. Teknik pengambilan sampel mengunakan metode purposive sampling. Teknik analisis data yang dilakukan dengan menggunakan uji instrumen, uji asumsi klasik, uji statistik dan uji hipotesis. Berdasarkan hasil penelitian menunjukan bahwa (1) E-Service Quality berpengaruh positif dan signifikan terhadap Customer Satisfaction, (2) E-Marketing berpengaruh positif dan signifikan terhadap Customer Satisfaction, (3) E-Service Quality dan E-Marketing secara simultan berpengaruh positif dan signifikan terhadap Customer Satisfaction Spotify. This research aims to examine the influence of electronic service quality and electronic marketing on customer satisfaction on the Spotify application in Medan Johor. This research uses descriptive research with a quantitative approach, which is measured using a multiple linear regression-based method with the SPSS 25 program. Data collection is through distributing questionnaires. The population of this research is the entire community of Medan Johor District who use the Spotify application with a research sample of 100 respondents. The sampling technique uses a purposive sampling method. Data analysis techniques are carried out using instrument test, classical assumption test, statistical tests and hypothesis test. Based on the results, it shows that (1) E-Service Quality has a positive and significant effect on Customer Satisfaction, (2) E-Marketing has a positive and significant effect on Customer satisfaction, (3) E-Service quality and E-Marketing simultaneously have a positive and significant effect significant impact on Spotify Customer Satisfaction.