From Satisfaction to Loyalty: Examining What Drives Generation Z Netflix Users in Indonesia

This study examines the effects of media richness, user experience, and price fairness on customer loyalty through customer satisfaction among Generation Z Netflix users in Indonesia. Using a quantitative approach, data from 263 respondents aged 17–29 years were analyzed using PLS-SEM. The results show that media richness and user experience have significant positive effects on customer satisfaction, while price fairness has no significant effect. Customer satisfaction also positively influences customer loyalty and mediates the relationships between media richness, user experience, and customer loyalty. These findings indicate that experiential value plays a more important role than economic value in shaping loyalty toward SVOD services.