PENGARUH USER EXPERIENCE, ALGORITHMIC TRUST DAN SECURITY TERHADAP CUSTOMER LOYALTY MELALUI CONSUMER SATISFACTION PADA APLIKASI SPOTIFY
DOI:
https://doi.org/10.29407/jae.v10i1.25500Keywords:
User Experience, Algorithmic Trust, Security, Consumer Satisfaction, Customer LoyaltyAbstract
Penelitian ini bertujuan untuk menganalisis, menginterpretasi, dan mengkaji pengaruh loyalitas terhadap aplikasi Spotify pada masyarakat Daerah Khusus Jakarta. Penelitian ini menggunakan metode kuantitatif dengan media survei melalui Google Form. Teknik yang diadaptasi dalam penelitian ini menggunakan teknik non-probability sampling yaitu purposive sampling dengan sampel sebanyak 400 pengguna aplikasi Spotify di Daerah Khusus Jakarta, kriteria sampel terdiri dari: Pengguna aplikasi Spotify lebih dari tiga bulan dan berdomisili di Daerah Khusus Jakarta. Perangkat lunak yang digunakan untuk analisis data dalam penelitian ini menggunakan SmartPLS Versi 4.0 dengan teknik SEM-PLS (Structural Equation Modeling Partial Least Square). Hasil dalam penelitian ini menunjukkan bahwa semua hipotesis berpengaruh positif dan signifikan, kecuali hipotesis kepercayaan algoritmik terhadap loyalitas pelanggan yang menunjukkan bahwa hipotesis tidak berpengaruh positif dan signifikan.
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