The Influence of Product Features on Resubscription Intention and Electronic Word of Mouth Mediated by Customer Satisfaction on Film Streaming Platforms

This study aims to analyze the influence of product features on resubscription intention and electronic word of mouth (e-WOM), mediated by customer satisfaction. A quantitative approach was employed in this research. Primary data were collected through a questionnaire. The sample size consisted of 222 respondents, selected using purposive sampling. Data analysis was conducted using the Structural Equation Model (SEM). The results show that subscription cost, a wide range of content, and local language content have a significant influence on customer satisfaction. Furthermore, customer satisfaction significantly affects both resubscription intention and electronic word of mouth. However, original and exclusive content, trending content, favorite content, platform appeal, and platform features were found to have no significant effect on customer satisfaction. The practical implication of this study is that film streaming platforms can enhance user resubscription intention and electronic word of mouth by increasing customer satisfaction through engaging product features.