The Effect of Experience Using the RRI Play Go Streaming Radio Application on Satisfaction and Loyalty Ihza Hafizh Aljabbaru, Dr. Rulianda Purnomo Wibowo, SP., M.Ec, Dr. Sugiharto, MM., IPU
Magister Management, Postgraduate School of Universitas Sumatera Utara
Abstract
The rapid growth of the internet has become a challenge for radio station management to be more creative and innovative in attracting listeners by providing streaming radio broadcasting services or internet radio. Radio Republik Indonesia (RRI) as a radio owned by the government of the Republic of Indonesia has also carried out the digital reform by providing streaming radio application services RRI Play Go. Although the application users in 2020 and 2021 increased dramatically compared to the previous year, it was found that many users were not loyal to using the application, also there still many reviews of user dissatisfaction with the RRI Play Go streaming radio application.
This study use the Customer Apps Experience research model developed by Molinillo (2021) which analyze how much influence the Customer Experience with focus on variabels Cognitive Experience, Affective Experience, Relational Experience, and Sensorial Experience on Customer Satisfaction and Loyalty. And analyze whether Gender, Age, and Type of Device affect The Experience and Satisfaction and impact on Loyalty of the RRI Play Go application.
This type of research is quantitative with descriptive data analysis using the Scructural Equation Model - Partial Least Square (SEM-PLS) technique with a total sample of 333 users of the RRI Play Go application processed using the SmartPLS 3 program.
The results from this study are Cognitive Experience, Affective Experience, Relational Experience, and Sensorial Experience have a positive and significant effect on Customer Satisfaction. Customer Satisfaction has a positive and significant effect on Customer Loyalty. Gender, Age, and Type of Device have a negative and insignificant effect on Customer Experience, Satisfaction, and Loyalty.
Keywords: Radio Streaming, Customer Experience, Customer Satisfaction, Customer Loyalty
