Improving E-Loyalty Through E-Word of Mouth in SVoD Service Providers

This COVID-19 has triggered increasingly fierce competition in the Indonesian subscription video on demand (SVoD) market. As a result, customer loyalty has become a crucial aspect that SVoD providers must prioritize. This research intends to investigate the effect of electronic word of mouth or e-word of mouth (EWoM) on electronic loyalty (ELY) and the mediating effect of e-word of mouth to the effect of e-service quality and brand image on electronic loyalty (ELY). This study adopts a cross-sectional survey method and a quantitative approach. Data was collected through questionnaires distributed to 120 respondents (SVoD service users) using purposive or judgment sampling technique. SmartPLS software (variance-based SEM) was used to process data. The findings of this study showed that e-word of mouth has a positive and significant impact on electronic loyalty (ELY), and it partially mediates the effects of electronic service quality (ESQ) and brand image on electronic loyalty (ELY). Based on these results, further analysis is conducted to discuss the theoretical and practical implications of the findings.