Experiential Quality has the Potential to Mediate TPB in Generation Z’s Revisit Intention with Co-Creation Moderation
DOI:
https://doi.org/10.37641/jimkes.v14i1.4959Keywords:
Attitudes, Behavioral Control, Co-creation, Experiential Quality, Revisit Intention, Subjective NormsAbstract
The rapid development of VoD services has triggered changes in Generation Z consumption behavior and uncertainty regarding the factors that drive their intention to resubscribe. This study examines the behavior of Generation Z consumers who use Video on Demand (VoD) services Netflix, Disney+, and Viu in terms of revisit intention, considering the role of experiential quality as a mediating variable and co-creation (represented by product variation) as a moderating variable. The research approach uses a quantitative method with a purposive sampling technique on 570 VoD user respondents. Data analysis was conducted using Partial Least Square (PLS) regression with the help of SmartPLS 3 software. This study found that subjective norms and attitudes have a positive and significant effect on revisit intention among Netflix, Viu, and Disney+ users, while behavioral control only has an effect on Netflix and Viu. Experiential quality mediates some relationships for Netflix and Disney+, but is not significant for Viu, and product variation does not moderate its effect on revisit intention. These results indicate that social influence, positive attitudes, and quality of experience drive Gen Z’s revisit intention on VoD services, while product variation has a minimal role.
Downloads
References
Abbasi, G. A., Kumaravelu, J., Goh, Y. N., & Dara Singh, K. S. (2021). Understanding the intention to revisit a destination by expanding the theory of planned behaviour (TPB). Spanish Journal of Marketing - ESIC, 25(2), 282–311.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Akter, N., & Hasan, S. (2023). The moderating role of perceived behavioral control in predicting muslim tourists’ halal tourism intention: A developing country perspective. Journal of Islamic Marketing, 14(7), 1744–1767.
AL Ziadat, M. T. (2015). Applications of planned behavior theory (TPB) in Jordanian tourism. International Journal of Marketing Studies, 7(3), 95–106.
Saraswati, K. D., Sanjaya, P. K. A., & Trarintya, M. A. P. (2021). Pengaruh variasi produk dan store atmosphere terhadap repurchase intention. WidyaAmrita: Jurnal Manajemen, Kewirausahaan dan Pariwisata, 1(2), 431–442.
Anjani, A. P. (2021). Analysis of product variation and service quality on repurchase intention mediated by customer satisfaction. International Journal of Review Management Business and Entrepreneurship (RMBE), 1(2), 295–309.
Bagher, A. N. (2018). Factors affecting intention to purchase organic food products among Iranian consumers. Academy of Marketing Studies Journal, 22(3), 1528–2678.
Bintarti, S. (2015). Metodologi penelitian (1st ed.). Bogor: Mitra Wacana Media.
Bintarti, S., & Kurniawan, E. N. (2017). A study of revisit intention: Experiential quality and image of Muara Beting tourism site in Bekasi District. European Research Studies Journal, 20(2), 521–537.
Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29–35.
Ghozali, I. (2021). Partial least squares konsep, teknik dan aplikasi menggunakan program SmartPLS 3.0 untuk penelitian empiris (3rd ed.). Semarang: Badan Penerbit Universitas Diponegoro.
Hasan, M. M., Mim, M. K., Hossain, A., & Khan, M. Y. H. (2023). Investigation of the impact of extended marketing mix and subjective norms on visitors’ revisit intention: A case of beach tourism destinations. Gastroia: Journal of Gastronomy and Travel Research, 7(1), 39–54.
Hengki, & Riptiono, S. (2023). Pengaruh customer experiential quality, destination image dan novelty seeking terhadap revisit intention dan customer satisfaction sebagai variabel mediasi. Jurnal Ilmiah Mahasiswa Manajemen, 5(3), 302–323.
Josephine, Utama, B. W., & Gunadi, W. (2023). Factors that influencing revisit intention to Japan towards Japanese culture enthusiast. European Journal of Business and Management Research, 8(6), 155–165.
Julina, Asnawi, A., & Robinson Sihombing, P. (2021). The antecedent of intention to visit halal tourism areas using the theory of planned behavior: The moderating effect of religiosity. Journal of Tourism Management Research, 8(2), 127–135.
Kandampully, J., Zhang, T., & Jaakkola, E. (2023). Customer experience management in hospitality: A literature synthesis, new understanding and research agenda. International Journal of Contemporary Hospitality Management, 30(1), 21–56.
La Pade, A., & Prayoga, J. W. (2023). Subjective norms are not important for millennials in determining their interest in technology: TAM and TPB models examines. JESI (Jurnal Ekonomi Syariah Indonesia, 12(2), 143-153.
Lemke, F., Clark, M., & Wilson, H. (2011). Customer experience quality: An exploration in business and consumer contexts using repertory grid technique. Journal of the Academy of Marketing Science, 39(8), 846–869.
Lin, Y.-C., Lai, H.-J., & Morrison, A. M. (2019). Social servicescape and Asian students: An analysis of spring break island bed and breakfast experiences in Taiwan. Tourism Management Perspective, 31(2), 165-175.
Lyu, J., Li, Y., Mao, Z., & Huang, H. (2023). The effect of innovation on tourists’ revisit intention toward tourism destinations. Tourism Review, 78(1), 142–158.
Marela, A. N., & Alfansi, L. (2024). Understanding Gen Z’s Netflix usage in Indonesia: An extended TAM perspective on willingness to subscribe. Manajemen dan Bisnis, 23(1), 13–32.
Masykur, F., Widiartanto, & Saryadi. (2022). Pengaruh destination image dan fasilitas wisata terhadap revisit intention (studi pada pengunjung wisata alam Seroja di Kabupaten Wonosobo). Jurnal Ilmu Administrasi Bisnis, 11(2), 170–179.
Meng, B., & Cui, M. (2020). The role of co-creation experience in forming tourists’ revisit intention to home-based accommodation: Extending the theory of planned behavior. Tourism Management Perspectives, 33(1), 121–133.
Nam, J., Ekinci, Y., & Whyatt, G. (2022). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 8(5), 344–365.
Nguyen, T., & Nguyen, D. M. (2024). What will make Generation Y and Generation Z continue to use online food delivery services: A uses and gratifications theory perspective. Journal of Hospitality Marketing & Management, 33(4), 415–442.
Norawati, S., Arman, A., Ali, A., Ihsan, A., & Putra, E. (2021). Analysis of product variation, quality of service and their effect on customer satisfaction. IJEBD (International Journal of Entrepreneurship and Business Development, 4(6), 954–960.
Peburianti, D., & Sabran. (2016). Pengaruh promosi penjualan, variasi produk dan kualitas pelayanan terhadap minat beli ulang pada Butik Kanabini di Tenggarong. 2(1), 29–39.
Pham, Y. H., Nguyen, H. N. T., Bui, T. T., Nguyen, T. T. T., & Nguyen, T. C. (2024). Determinants of subscription usage decision on online streaming services among Vietnamese Gen Z. In The Global Conference on Entrepreneurship and the Economy in an Era of Uncertainty (pp. 1701–1716). Singapore: Springer Nature Singapore.
Rasoolimanesh, S. M., Iranmanesh, M., Seyfi, S., Ari Ragavan, N., & Jaafar, M. (2023). Effects of perceived value on satisfaction and revisit intention: Domestic vs. international tourists. Journal of Vacation Marketing, 29(2), 222–241.
Rasoolimanesh, S. M., Seyfi, S., Gholipour, H. F., & Hall, C. M. (2021). Understanding memorable tourism experiences and behavioural intentions of first-time and repeat visitors. Journal of Destination Marketing & Management, 7(21), 100-111.
Ratnasari, E., Mahameruaji, J. N., Bantugan, B., & Adi, A. N. (2025). Television and film studies in Indonesia: A bibliometric analysis. ProTVF, 9(1), 31–54.
Rini, E. S., Sembiring, B. K. F., & Absah, Y. (2021). Effect of experiential quality and experiential satisfaction on revisit intention in Lake Toba. HOLISTICA – Journal of Business and Public Administration, 12(1), 41–48.
Riva, F., Magrizos, S., Rubel, M. R. B., & Rizomyliotis, I. (2022). Green consumerism, green perceived value, and restaurant revisit intention: Millennials’ sustainable consumption with moderating effect of green perceived quality. Business Strategy and the Environment, 31(7), 2807–2819.
Russo, I., Confente, I., Gligor, D. M., & Cobelli, N. (2017). The combined effect of product returns experience and switching costs on B2B customer re-purchase intent. Journal of Business & Industrial Marketing, 32(5), 664–676.
Salim, U., Rahayu, M., Husein, A. S., & Bintarti, S. (2022). Istiqomah revisit intention: Diniyah norms and behavior controls moderated content of da’wah in social media. Journal of Pharmaceutical Negative Results, 13(7), 5840–5851.
Sitaniapessy, A. (2023). Penerapan theory planned behavior dalam memprediksi revisit intention lokasi wisata di Pulau Ambon. Mbia, 22(2), 315–324.
Soliman, M. (2021). Extending the theory of planned behavior to predict tourism destination revisit intention. International Journal of Hospitality and Tourism Administration, 22(5), 524–549.
Su, L., Swanson, S. R., & Chen, X. (2021). The effects of perceived service quality on repurchase intentions and subjective well-being of Chinese tourists. Journal of Travel & Tourism Marketing, 33(8), 1013–1028.
Sulivyo, L., & Dewi, F. M. (2024). Exploration of subjective norms of tourists in the application of planned behavior theory to predict the intention to visit tourist objects in Indonesia. Jurnal Indonesia: Manajemen Informatika dan Komunikasi, 5(2), 1459–1466.
Susanto, R. K., & Sahetapy, W. L. (2021). Pengaruh sikap, norma subyektif, dan kontrol perilaku terhadap minat beli produk Levi’s pada generasi milenial. 9(2), 78-87.
Triadanti. (2023). Riset: Gen Z lebih doyan nonton streaming, murah dan mudah!. Retrieved on July 15, 2025, from https://www.idntimes.com/hype/entertainment/riset-gen-z-lebih-doyan-nonton-streaming-00-7bx9b-tj62br
Tu, J. C., & Hu, C. L. (2018). A study on the factors affecting consumers’ willingness to accept clothing rentals. Sustainability (Switzerland), 10(11), 87-98.
Witriyana, Y., Faisal, I., & Rifani, A. (2019). Pengaruh sikap, norma subyektif, kontrol perilaku terhadap minat beli produk secara online di Shopee. Jurnal Ilmu Manajemen Indonesia, 2(1), 39–52.
Zeithml, V. A. (2018). Service quality dimensions. In Service marketing: Integrating customer focus across the firm (7th ed.). New York: McGraw-Hill Education.
