Impact of Interaction, Identification, Customer Satisfaction and Customer Loyalty on Online Video on Demand

This study investigates the correlation between online video-on-demand customer interaction, identification, satisfaction, and loyalty. Online questionnaires were used to obtain data from residents of the JABODETABEK region. Only 227 respondents participated out of 1.500 questionnaires that were sent out The IBM SPSS was utilized to define respondent characteristics, and it was discovered that 100% of respondents were video-on-demand subscribers who lived in the JABODETABEK area. The PLS-SEM was utilized to test the proposed hypotheses. The results found that interaction, identification, and customer satisfaction impact customer loyalty positively.