Implications for Managers and Marketers

Oct 13, 2025 by talynt.org 12 views

Introduction

In today's digital age, the streaming service industry has become increasingly competitive, with numerous companies vying for customer attention. Amidst this competition, Disney+ Hotstar has emerged as a leading streaming service, and to maintain its position, it must continually innovate and improve its services to increase customer satisfaction. This study aims to analyze the effect of e-service quality, user experience, and promotion on customer satisfaction using Disney+ Hotstar services, specifically among S1 students of the Faculty of Economics and Business, University of North Sumatra.

Research Methodology

This study employed a quantitative and association approach, with a population consisting of Disney+ Hotstar customers who are students at the Faculty of Economics and Business, University of North Sumatra. A total of 96 samples were taken using purposive sampling techniques, with the selection criteria being those who have subscribed to Disney+ Hotstar for a minimum of one month and are active students at the faculty.

The data obtained were analyzed using multiple linear regression with the help of the SPSS program for Windows. This analysis included the T test, F test, and the coefficient of determination (R²) to evaluate the relationship between independent variables (e-service quality, user experience, and promotion) and dependent variables (customer satisfaction).

Results and Discussion

The results of this study showed that simultaneously, e-service quality, user experience, and promotion have a positive and significant influence on customer satisfaction of Digital Disney+ Hotstar streaming services. This means that the better the quality of service provided, positive user experience, and attractive promotion, will further increase customer satisfaction.

Partial analysis also confirmed that these three variables have a positive and significant impact on customer satisfaction. In other words, the quality of good digital services (e-service quality), a pleasant user experience (user experience), and effective promotional strategies contribute greatly in shaping customer perceptions and satisfaction with Disney+ Hotstar.

E-Service Quality

E-service quality includes various elements such as access speed, ease of navigation, and content availability. A reliable and easily accessible service will encourage customers to feel satisfied and tend to continue to use the platform. For instance, Disney+ Hotstar's ability to provide high-quality content, fast streaming, and user-friendly interface contributes to its e-service quality.

User Experience

User experience includes aspects of user interaction with applications, from interface design to features offered. A good user experience helps in creating higher satisfaction, because users can enjoy services without difficulty or confusion. Disney+ Hotstar's user-friendly interface, personalized recommendations, and easy content discovery features all contribute to a positive user experience.

Promotion

Interesting and relevant promotions can increase attractiveness for prospective customers and encourage them to try services. Offers such as subscription discounts or free access for certain periods are also proven effective in increasing the number of customers and satisfaction. Disney+ Hotstar's promotional strategies, such as offering free access to new users or providing exclusive content, have been successful in attracting new customers and increasing customer satisfaction.

Conclusion

Based on the results of this study, it can be concluded that e-service quality, user experience, and promotion play an important role in increasing Disney+ Hotstar customer satisfaction. Therefore, companies must continue to innovate and improve these three aspects to maintain and attract more customers in the midst of increasingly fierce competition in the digital streaming industry. This study provides valuable insights for managers and marketers in designing more effective strategies to increase customer satisfaction in digital streaming services.

Implications for Managers and Marketers

The findings of this study have several implications for managers and marketers in the digital streaming industry. Firstly, they should focus on improving e-service quality by providing fast and reliable streaming, easy content discovery, and user-friendly interfaces. Secondly, they should prioritize user experience by designing intuitive interfaces, offering personalized recommendations, and providing easy content discovery features. Finally, they should develop effective promotional strategies, such as offering subscription discounts or free access for certain periods, to attract new customers and increase customer satisfaction.

Limitations of the Study

This study has several limitations that should be acknowledged. Firstly, the study was conducted among S1 students of the Faculty of Economics and Business, University of North Sumatra, which may limit the generalizability of the findings to other populations. Secondly, the study used a quantitative approach, which may not capture the nuances of customer satisfaction. Finally, the study only analyzed the effect of e-service quality, user experience, and promotion on customer satisfaction, and did not explore other factors that may influence customer satisfaction.

Future Research Directions

This study provides several avenues for future research. Firstly, researchers can explore the effect of other factors, such as social media marketing, influencer marketing, or customer service, on customer satisfaction in digital streaming services. Secondly, researchers can investigate the impact of e-service quality, user experience, and promotion on customer loyalty and retention in digital streaming services. Finally, researchers can examine the differences in customer satisfaction between different demographics, such as age, gender, or income level, in digital streaming services.

Conclusion

In conclusion, this study provides valuable insights into the effect of e-service quality, user experience, and promotion on customer satisfaction in digital Disney+ Hotstar streaming services. The findings of this study have several implications for managers and marketers in the digital streaming industry, and provide several avenues for future research. By understanding the factors that influence customer satisfaction, managers and marketers can design more effective strategies to increase customer satisfaction and maintain a competitive edge in the digital streaming industry.

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the effect of e-service quality, user experience, and promotion on customer satisfaction using Disney+ Hotstar services, specifically among S1 students of the Faculty of Economics and Business, University of North Sumatra.

Q: What is e-service quality, and how does it affect customer satisfaction?

A: E-service quality refers to the quality of digital services provided by a company, including aspects such as access speed, ease of navigation, and content availability. A reliable and easily accessible service will encourage customers to feel satisfied and tend to continue to use the platform.

Q: What is user experience, and how does it affect customer satisfaction?

A: User experience refers to the aspects of user interaction with applications, from interface design to features offered. A good user experience helps in creating higher satisfaction, because users can enjoy services without difficulty or confusion.

Q: What is promotion, and how does it affect customer satisfaction?

A: Promotion refers to the strategies used by a company to attract new customers and increase customer satisfaction, such as offering subscription discounts or free access for certain periods.

Q: What are the implications of this study for managers and marketers in the digital streaming industry?

A: The findings of this study have several implications for managers and marketers in the digital streaming industry. They should focus on improving e-service quality, prioritizing user experience, and developing effective promotional strategies to attract new customers and increase customer satisfaction.

Q: What are the limitations of this study?

A: This study has several limitations that should be acknowledged. Firstly, the study was conducted among S1 students of the Faculty of Economics and Business, University of North Sumatra, which may limit the generalizability of the findings to other populations. Secondly, the study used a quantitative approach, which may not capture the nuances of customer satisfaction. Finally, the study only analyzed the effect of e-service quality, user experience, and promotion on customer satisfaction, and did not explore other factors that may influence customer satisfaction.

Q: What are the future research directions based on this study?

A: This study provides several avenues for future research. Firstly, researchers can explore the effect of other factors, such as social media marketing, influencer marketing, or customer service, on customer satisfaction in digital streaming services. Secondly, researchers can investigate the impact of e-service quality, user experience, and promotion on customer loyalty and retention in digital streaming services. Finally, researchers can examine the differences in customer satisfaction between different demographics, such as age, gender, or income level, in digital streaming services.

Q: What are the practical implications of this study for Disney+ Hotstar?

A: The findings of this study have several practical implications for Disney+ Hotstar. They should focus on improving e-service quality, prioritizing user experience, and developing effective promotional strategies to attract new customers and increase customer satisfaction. This can be achieved by investing in technology to improve streaming quality, designing user-friendly interfaces, and offering personalized recommendations to customers.

Q: What are the theoretical implications of this study?

A: The findings of this study have several theoretical implications. They provide evidence that e-service quality, user experience, and promotion are important factors in influencing customer satisfaction in digital streaming services. This study contributes to the existing literature on customer satisfaction and provides a framework for understanding the factors that influence customer satisfaction in digital streaming services.

Q: What are the future directions for Disney+ Hotstar based on this study?

A: Based on the findings of this study, Disney+ Hotstar should focus on improving e-service quality, prioritizing user experience, and developing effective promotional strategies to attract new customers and increase customer satisfaction. This can be achieved by investing in technology to improve streaming quality, designing user-friendly interfaces, and offering personalized recommendations to customers. Additionally, Disney+ Hotstar should explore other factors that may influence customer satisfaction, such as social media marketing, influencer marketing, or customer service.