Kepuasan Pelanggan terhadap Aplikasi Over The Top (OTT): Studi pada Vision+
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Abstract
Industri media dan hiburan telah berkembang secara pesat akibat kemajuan teknologi yang semakin canggih. Hampir semua jenis acara yang ditayangkan di media massa sekarang mudah diakses oleh penggemarnya. Kegiatan menonton film atau TV pun menjadi lebih nyaman dan fleksibel dengan streaming online melalui aplikasi yang disebut Over-The-Top (OTT). Penelitian ini berfokus pada analisis kepuasan pelanggan pada aplikasi OTT, dalam konteks analisis ulasan pelanggan terhadap aplikasi Vision+. Penelitian dilakukan dengan metode kualitatif, menggunakan data primer berupa ulasan-ulasan pelanggan kategori bintang satu di halaman aplikasi Vision+ di Google Play Store pada bulan Mei 2023, serta data sekunder berupa dokumen, arsip, dan jurnal penelitian-penelitian sebelumnya. Data yang didapatkan dikategorikan menjadi lima tema untuk kemudian dianalisis. Hasil yang didapatkan dari 377 ulasan, sebagian besar mengeluhkan tentang masalah teknis yang menghambat jalannya aplikasi Vision+. Faktor konten saja tidak cukup untuk memberikan kepuasan kepada pelanggan. Untuk mempertahankan kepuasan dari pelanggan, perlu diperhatikan faktor lain seperti urusan teknis, biaya berlangganan, paket yang fleksibel, kemudahan navigasi, serta adanya layanan pelanggan.
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