THE PERSONALIZATION EFFECT: HOW CONTENT CUSTOMIZATION SHAPES CUSTOMER SATISFACTION AND BRAND LOYALTY AMONG NETFLIX SUBSCRIBERS IN JABODETABEK
Keywords:
Content Personalization, Customer Satisfaction, Brand Loyalty
Abstract
This study aims to analyze the influence of content personalization on consumer satisfaction and brand loyalty of Netflix users in Jabodetabek and to examine the mediating role of consumer satisfaction. A quantitative method with purposive sampling was used on 100 active Netflix users. Data was collected through a Google Forms questionnaire with a Likert scale and analyzed using PLS-SEM with SmartPLS 3.29. The research findings support the first hypothesis, which states that content personalization influences consumer satisfaction. The second hypothesis indicates that content personalization affects brand loyalty. The third hypothesis proves that consumer satisfaction influences brand loyalty. Additionally, the fourth hypothesis confirms that consumer satisfaction mediates the relationship between content personalization and brand loyalty. This result confirms that content personalization, via Netflix's recommendation algorithm, plays a significant role in increasing consumer satisfaction and loyalty in the Indonesian market.
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References
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Smith, T. A. (2020). The role of customer personality in satisfaction, attitude-to-brand and loyalty in mobile services. Spanish Journal of Marketing - ESIC, 24(2), 155–175. https://doi.org/10.1108/SJME-06-2019-0036
Subhaktiyasa, P. G. (2024). PLS-SEM for multivariate analysis: A practical guide to educational research using SmartPLS. EduLine: Journal of Education and Learning Innovation, 4(3), 353–365. https://doi.org/10.35877/454RI.eduline2861
Sudheer, M., Maheswari, P., Othman, B., & Kumar, M. (2024). The evolution of brand loyalty: Insights and strategies for contemporary markets. International Journal of Professional Business Review, 9(4), 2148–2157.
Tong, W., Nan, J., Jaya, K. T. B., & Mobai, C. (2024). The role of cognitive factors in consumers' perceived value and subscription intention of video streaming platforms: A systematic literature review. Cogent Business & Management, 11(1), 2329247. https://doi.org/10.1080/23311975.2024.2329247
Winarko, H. B., & Susilo, D. (2024). Media consumption behaviours and health impacts of video-on-demand services in Indonesia. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 8(3), 521–532. https://doi.org/10.25139/jsk.v8i3.8663
Yum, K., & Kim, J. (2024). The influence of perceived value, customer satisfaction, and trust on loyalty in entertainment platforms. Applied Sciences, 14(13), 5763. https://doi.org/10.3390/app14135763
Zhang, H., Zheng, S., & Zhu, P. (2024). Why are Indonesian consumers buying on live streaming platforms? Research on consumer perceived value theory. Heliyon, 10(13), e33518. https://doi.org/10.1016/j.heliyon.2024.e33518
Arshad, M., Onn, C. W., & Ahmad, A. (2025). Big data analytics and AI as success factors for online video streaming platforms. Frontiers in Big Data, 8, 1513027. https://doi.org/10.3389/fdata.2025.1513027
Asosiasi Penyelenggara Jasa Internet Indonesia. (2024). Survei penetrasi internet Indonesia 2024. https://apjii.or.id/survei2024
Auditya, A., & Hidayat, Z. (2021). Netflix in Indonesia: Influential factors on customer engagement among millennials' subscribers. Journal of Distribution Science, 19(1), 89–103. https://doi.org/10.15722/jds.19.1.202101.89
Balli, A. (2024). The effect of product personalization on consumer purchasing intention, customer satisfaction, brand loyalty and artificial intelligence applications. Fiscaoeconomia, 8(3), 1240–1263. https://doi.org/10.25295/fsecon.1449755
Casaca, J., & Miguel, L. P. (2024). The influence of personalization on consumer satisfaction: Trends and challenges. In Advances in marketing, customer relationship management, and e-services (pp. 1–24). IGI Global. https://doi.org/10.4018/979-8-3693-3455-3.ch010
Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., & Wang, L. C. (2024). Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations. Asia Pacific Journal of Management, 41(2), 745–783. https://doi.org/10.1007/s10490-023-09871-y
Evens, T., Henderickx, A., & Conradie, P. (2024). Technological affordances of video streaming platforms: Why people prefer video streaming platforms over television. European Journal of Communication, 39(1), 3–21. https://doi.org/10.1177/02673231231155731
Fendy, C., & Fernando. (2023). Analysis of Netflix streaming services on customer loyalty in Indonesia. Journal of Economics and Business, 16(1), 38–43.
Gomez-Uribe, C. A., & Hunt, N. (2015). The Netflix recommender system: Algorithms, business value, and innovation. ACM Transactions on Management Information Systems, 6(4), 1–19. https://doi.org/10.1145/2843948
Haji-Othman, Y., & Yusuff, M. S. S. (2022). Assessing reliability and validity of attitude construct using Partial Least Squares Structural Equation Modeling (PLS-SEM). International Journal of Academic Research in Business and Social Sciences, 12(5), 378–385. https://doi.org/10.6007/IJARBSS/v12-i5/13289
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage Publications.
Johannes, J., Amero, N. B., & Hutagaol, M. (2024). Faktor-faktor yang mempengaruhi customer loyalty pengguna layanan Netflix di Indonesia. Jurnal Ilmu Manajemen, 6(1), 256–272.
Kapliar, K. (2025). The streaming revolution: A comprehensive analysis of global trends and strategic adaptations in the entertainment industry. Three Seas Economic Journal, 6(2), 52–58. https://doi.org/10.30525/2661-5150/2025-2-9
Khandelwal, K., Patel, S., Patel, J., & Pnachal, M. (2023). A study to know - Use of AI for personalized recommendation, streaming optimization, and original content production at Netflix. International Journal of Advanced Research, 9(6), 1738–1743.
Li, Y. (2024). Research on the management reform of streaming entertainment based on investment strategy analysis: Take Netflix as an example. Highlights in Business, Economics and Management, 40, 781–788. https://doi.org/10.54097/hbem.v40i.20857
Lim, W. M. (2024). A typology of validity: Content, face, convergent, discriminant, nomological and predictive validity. Journal of Trade Science, 12(3), 155–179. https://doi.org/10.1108/JTS-03-2024-0016
Macnico, P., Christiarini, R., & Purwianti, L. (2024). Streaming popularity: Analyzing the competition of SVOD brands in achieving preferences and loyalty of Generation Z. International Journal of Research in Business and Social Science, 14(2), 286–301.
Martins, M., & Riyanto, S. (2020). The effect of user experience on customer satisfaction on Netflix streaming services in Indonesia. International Journal of Innovative Science and Research Technology, 5(7), 573–577. https://doi.org/10.38124/IJISRT20JUL545
Obiegbu, C. J., & Larsen, G. (2025). Algorithmic personalization and brand loyalty: An experiential perspective. Marketing Theory, 25(2), 199–219. https://doi.org/10.1177/14705931241230041
Ribeiro, H., Barbosa, B., Moreira, A. C., & Rodrigues, R. G. (2024). Determinants of churn in telecommunication services: A systematic literature review. Management Review Quarterly, 74(3), 1327–1364. https://doi.org/10.1007/s11301-023-00335-7
Singh, P., & Singh, V. (2024). The power of AI: Enhancing customer loyalty through satisfaction and efficiency. Cogent Business & Management, 11(1), 2326107. https://doi.org/10.1080/23311975.2024.2326107
Smith, T. A. (2020). The role of customer personality in satisfaction, attitude-to-brand and loyalty in mobile services. Spanish Journal of Marketing - ESIC, 24(2), 155–175. https://doi.org/10.1108/SJME-06-2019-0036
Subhaktiyasa, P. G. (2024). PLS-SEM for multivariate analysis: A practical guide to educational research using SmartPLS. EduLine: Journal of Education and Learning Innovation, 4(3), 353–365. https://doi.org/10.35877/454RI.eduline2861
Sudheer, M., Maheswari, P., Othman, B., & Kumar, M. (2024). The evolution of brand loyalty: Insights and strategies for contemporary markets. International Journal of Professional Business Review, 9(4), 2148–2157.
Tong, W., Nan, J., Jaya, K. T. B., & Mobai, C. (2024). The role of cognitive factors in consumers' perceived value and subscription intention of video streaming platforms: A systematic literature review. Cogent Business & Management, 11(1), 2329247. https://doi.org/10.1080/23311975.2024.2329247
Winarko, H. B., & Susilo, D. (2024). Media consumption behaviours and health impacts of video-on-demand services in Indonesia. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 8(3), 521–532. https://doi.org/10.25139/jsk.v8i3.8663
Yum, K., & Kim, J. (2024). The influence of perceived value, customer satisfaction, and trust on loyalty in entertainment platforms. Applied Sciences, 14(13), 5763. https://doi.org/10.3390/app14135763
Zhang, H., Zheng, S., & Zhu, P. (2024). Why are Indonesian consumers buying on live streaming platforms? Research on consumer perceived value theory. Heliyon, 10(13), e33518. https://doi.org/10.1016/j.heliyon.2024.e33518
Published
2026-06-03
How to Cite
Ardyansyah, R. (2026). THE PERSONALIZATION EFFECT: HOW CONTENT CUSTOMIZATION SHAPES CUSTOMER SATISFACTION AND BRAND LOYALTY AMONG NETFLIX SUBSCRIBERS IN JABODETABEK. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 9(2), 12749-12765. https://doi.org/10.31538/iijse.v9i2.9909
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Copyright (c) 2026 Rafly Raihan Ardyansyah
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