Pengaruh User Experience dan User Interface terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan Bioskop yang Menggunakan Aplikasi TIX ID di Kota Medan

Abstract

The objective of the research is to find out and analyze the influence of user experience and user interface on customer loyalty through the satisfaction of moviegoers who use TIX ID application. This research uses associative method and quantitative data. The population is moviegoers who use TIX ID application in Medan, and 135 of them are used as the samples, taken by using purposive sampling technique with the criterion of prossessing TIX ID application and used to use TIX ID at least twice and staying in Medan. The collected data are analyzed by using Structural Equation Modeling. The result of the research shows that user experience and user interface directly has positive and significant influence on the satisfaction and loyalty of moviegoers who use TIX ID. Indirectly, user experience and user interface have positive and significant influence on loyalty through the satisfaction of moviegoers who use TIX ID.