PENGARUH EXPERIENCE QUALITY TERHADAP CUSTOMER LOYALTY DENGAN MODERASI CURRENCY DAN PERAN CONVERSATION DAN CO-CREATION (Studi Pada Pengguna Layanan Video on Demand Aplikasi Viu di Kabupaten Bekasi)

The development of advanced technology has changed consumer
behavior in watching movies or shows. Movie theaters and television stations
used to be the only choice for people to enjoy events, but now it has changed due
to the existence of Video on Demand (VoD) services. Video on Demand is the
online viewing of movies and paid content that can be enjoyed anytime and
anywhere. The number of VoD subscribers has been increasing since the Covid19 outbreak. Various kinds of VoD have sprung up in Indonesia, one of which is
the Viu application which has been present in Indonesia since 2016 and is now
one of the most widely used VoD service applications in Indonesia at 36%. This
study aims to examine the relationship between Conversation and Co-Creation on
Customer Loyalty through the mediation of Experience Quality moderated by
Currency. This research uses quantitative methods. Sampling in this study using
Non Probability Sampling method with Purposive technique. The population used
in this study are people in Bekasi Regency. The sample obtained was 114
customer respondents who subscribed to the Video on Demand service Viu
application. This study tests correlation and regression with the help of the
SmartPLS 3.2.9 program which is used to test validity and reliability.The results
of this study prove that 1) Conversation run by the Viu company is able to
improve consumer Experience Quality. 2) Co-creation offered by Viu is able to
improve consumer Experience Quality. 3) Currency cannot moderate
Conversation on the Experience Quality level of Viu consumers. 4) Determination
of Currency by Viu can moderate the level of consumer Experience Quality. 5)
The level of Experience Quality felt by Viu application consumers can affect
Customer Loyalty. 6) Experience Quality felt by Viu consumers is unable to
mediate Conversation on Customer Loyalty. 7) Experience Quality felt by
consumers during subscription to the Viu application can mediate Co-creation on
Customer Loyalty.