Pengaruh Konsistensi Pesan Multi-Channel terhadap Continuance Intention dengan Content Personalization dan Perceived Enjoyment pada Aplikasi Streaming Digital Gen Z
DOI:
https://doi.org/10.58192/profit.v5i3.5015Keywords:
Content Personalization, Continuance Intention, Gen Z, Multi-Channel Message Consistency, Perceived EnjoymentAbstract
Apps for digital streaming are actively increasing their communication efforts on multiple digital channels at the same time. However, the impact of message consistency on user retention in Indonesia has not yet been thoroughly studied. This study aims to examine the effect of Multi-Channel Message Consistency on Continuance Intention, with Content Personalization and Perceived Enjoyment as mediators, among Gen Z users of digital streaming apps. Purposive sampling was employed to pick 100-150 Gen Z members between the who actively use digital streaming applications for the survey, which was a quantitative technique. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) via SmartPLS. The results are expected to demonstrate that Multi-Channel message consistency has a positive effect on Perceived Enjoyment and Continuance Intention, and that Perceived Enjoyment mediates this relationship. Content Personalization is expected to strengthen the effect of message consistency on Perceived Enjoyment. This study contributes to the development of effective Multi-Channel communication strategies to increase user retention among Gen Z users of digital streaming platforms.
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