Pengaruh Personalisasi Konten terhadap Niat Penggunaan Kembali Netflix Indonesia melalui Pengalaman dan Keterlibatan Konsumen

Abstract

The rapid growth of information and communication technology has triggered the subscription economy within the Over-the-Top (OTT) industry in Indonesia. Even though platforms like Netflix have implemented artificial intelligence curation algorithms, the fundamental challenge of high customer churn rate remains a critical threat to profitability. This study aims to analyze the effect of Content Personalization on the Continuance Usage Intention of Netflix consumers in Indonesia by positioning Consumer Experience and Consumer Engagement as mediating variables. A quantitative approach with an explanatory design was applied, where primary data collection was carried out through online questionnaires using purposive sampling on active Netflix users in Indonesia. Inferential data were analyzed utilizing the Partial Least Squares Structural Equation Modeling (PLS-SEM) method assisted by SmartPLS. The structural model evaluation confirms a perfect mediation phenomenon (full mediation), in which Content Personalization has no significant direct effect on Continuance Usage Intention. However, Content Personalization is proven to have a highly dominant effect on Consumer Experience (B = 0.924) and Consumer Engagement (B = 0.901). The crucial finding (novelty) of this study reveals that Consumer Engagement has a two-fold more superior driving force (B = 0.646) in locking user continuous commitment compared to the Consumer Experience variable (B = 0.310). OTT platform management is advised to shift their strategic orientation from merely enhancing functional interface features toward stimulating immersive behavioral and emotional attachment of viewers to mitigate customer retention issues.