THE INFLUENCE OF USER EXPERIENCE, E-SERVICE QUALITY, AND E-TRUST MEDIATED BY E-SATISFACTION ON E-LOYALTY: CUSTOMERS SUBSCRIPTION VIDEO ON DEMAND (SVOD)

Currently in the digital era, the internet plays a very important role in supporting and making it easier for people to carry out their daily activities through various technologies. One of the benefits of the internet in the entertainment sector is being able to watch movies or online shows and streaming subscription videos, besides that this activity is one of the most popular activities in the community that is carried out during and after the pandemic. This study aims to analyze the influence of User Experience, (E-Service Quality), E-Trust, mediated by E-Satisfaction, on E-Loyalty on Subscription Video on Demand (SVOD) customers during the Covid-19 pandemic to after the Covid-19 pandemic in the Greater Jakarta area. This study is a quantitative study by collecting 278 samples. Data collection was carried out by distributing questionnaires online and the scale used was the Likert scale. The data analysis technique used is Structural Equation Modelling (SEM) with Smartpls 3.0 software. The results of this study show that User Experience has a significant influence on E-Satisfaction and E-Loyalty, E-Service Quality has a significant influence on E-Satisfaction directly but does not have a significant influence on E-Loyalty directly, E-Trust has a significant influence on E-Satisfaction directly but does not have a significant influence on E-Loyalty directly, and E-Satisfaction has a significant influence on E-Satisfaction directly, and E-Satisfaction has a significant influence on E-Satisfaction and E-Loyalty. significant influence on E-Loyalty. E-Satisfaction has succeeded in mediating between User Experience, E-Service Quality, and E-Trust with E-Loyalty


INTRODUCTION
In the digital era, the internet plays a very important role in supporting and facilitating people in their daily activities so that based on the number of growth in the number of internet users in the world has grown by 1.8 percent over the past year reaching 5.35 billion in January 2024, this figure is equal to 66.2 percent of the world's population (We are Social, 2024).
The total population of Indonesia in January 2024 is 278.7 million, of which 49.7 percent are women and 50.3% men in January 2023, in the We are Social report data also shows that the population of Indonesia who uses the internet is 185.3 million users, which means an increase of 0.8% or 1.5 million from 2022 (Kemp, 2024).
The Central Statistics Agency (BPS) presents data, as many as 86.54% of households in Indonesia have used the internet in 2022.This number increased compared to the previous year which was 82.07%(Badan Pusat Statistik, 2023).The definition of the Internet according to U.S. Hornby is an abbreviation for International Networking or Interconnection Networking is a global networking medium that connects computers in all parts of the world, and one of the benefits of the Internet in the field of entertainment is watching movies online in the form of streaming (Bennhult & Frogner, 2021).
The increase in internet penetration is in line with restrictions on community activities during the Covid-19 coronavirus pandemic.From a survey conducted by McKinsey & Company in March 2020, it was stated that there were 45% of respondents who spent to be able to enjoy indoor entertainment during the pandemic (Potia & Dahiya, 2020).
One of the most popular activities carried out by the public after the pandemic is watching streaming shows or video games and subscription videos online, with a percentage of 88% for the frequency of watching a week or more and 12% less than a week (Arora et al., 2022).
Video on Demand (SVOD) is a content service for TV shows, movies in various genres, and TV series that can be accessed by users through the internet.SVOD is growing rapidly because customers can get entertainment anywhere and anytime.SVOD is also a type of service, where a customer subscribes and is given access to a type of service to watch until the customer decides to unsubscribe (Manifold, 2023).
The following is data on the number of SVOD customers in Indonesia for 2020-2023 per year, based on Market Share Development.
Source: Justwatch.com (2024) Based on the data presented above, it can be seen that the number of SVOD users in Indonesia in the form of a percentage in 2020 is higher than in 2021-2023, although it had decreased in 2021-2022 there was an increase in the number of users in 2023.The data is presented by JustWatch which is an online guide that brings together the different movies, TV series, and other types of programs available on online streaming services.The site is based in Berlin, Germany.This calculation is carried out by Justwatch whose data is obtained from each SVOD brand, from the number of subscribers in each service provider (Pratama, 2022).Data sources per quarter and per year on the number of SVOD subscribers processed by the researcher were obtained from Justwatch through several sources (Indonesiasocialite, http://joss.al-makkipublisher.com/index.php/js1708 2021) (Pratama, 2022) (Campusnesia, 2022) (Raditya et al., 2022) (Nabila, 2023b) (Nabila, 2023a) (Khoirunnisa, 2023) (Nabila, 2024).
The Covid-19 pandemic that has hit around the world, including Indonesia, has caused several public spaces, playgrounds, and entertainment venues to also be affected so that there are closures to prevent the spread of the virus, such as in cinemas.On February 23, 2021, when cinemas reopened, Indonesia films managed to attract 390,409 viewers during the pandemic, with various campaigns held to attract public interest (Kementerian Pariwisata dan Ekonomi Kreatif, 2021).
According to the Ministry of Tourism and Creative Economy/Tourism and Creative Economy Agency, around 48% of urban residents in Indonesia have subscribed to OTT services, based on research on OTT consumption trends conducted by Kantar and The Trade Desk in 2020 found, around 57 percent of OTT users stream more OTT content during the pandemic and 73 percent of people plan to maintain or increase the habit of consuming OTT content even after the pandemic end (Hendriyani, 2022).
Social distancing during the pandemic created a drastic increase in demand for athome media entertainment subscription-based streaming services, therefore more and more service providers are entering the already competitive market, making it increasingly important for SVOD service providers to retain their customers from competitors (Gupta & Singharia, 2021).
In a competitive industry, acquiring new customers has become more difficult and expensive than ever as potential customers now have more alternatives according to their perceived performance and quality of service.Customer satisfaction and loyalty are the result of a positive User Experience (UX), which means UX is an important area of research (Zhou et al., 2019) From the Netflix and Disney Hotstar SVOD reviews on the Playstore and Appstore, it can be concluded that some users experience unilateral or automatic balance deductions, difficult refunds, poor customer service, poor quality of movie/drama/series services that do not run well such as no subtitles/subtitles, difficult search for the desired title, and buffering that makes customers disappointed and do not want to resubscribe.Meanwhile, the service from Disney Hotstar is not good, where customers cannot enter the application/website and when watching there is an error, lack of good and fast response from Disney Hotstar, balances in banks and digital wallets are automatically deducted continuously, difficulty finding the movie you want to watch so only see what is available on the menu screen.Based on existing reviews, it can be seen that User Experience and service as well as trust from consumers related to payments or customer data have an impact on consumer satisfaction and loyalty to an SVOD service.
User Experience includes all emotions, beliefs, preferences, perceptions, physical and psychological responses, behaviors, and achievements that occur before, during, and after use (Sand et al., 2019).Providing breakthroughs in the form of the latest features to improve the user experience of the service to keep customers satisfied and reduce the possibility of switching to other digital streaming services because the user experience is the totality of the end-user's perception when they interact with a product or service (Mamakou et al., 2024;Nova & Fitria, 2023;Zhou et al., 2019).By providing a good and positive User Experience, it will encourage customers to stay and make repeat purchases of the products or services offered online (Tjiptodjojo et al., 2023;Wang et al., 2024;Zhou et al., 2019).E-Satisfaction mediates the relationship between User Experience and E-Loyalty because the experience of customer service quality during the online service process will lead them to an assessment

THE INFLUENCE OF USER EXPERIENCE, E-SERVICE QUALITY, AND E-TRUST MEDIATED BY E-SATISFACTION ON E-LOYALTY: CUSTOMERS SUBSCRIPTION VIDEO ON DEMAND (SVOD)
1709 https://joss.al-makkipublisher.com/index.php/jsregarding electronic service satisfaction because it can increase customer satisfaction and retention (I.Rachmawati & Zurina, 2019;Saputra, 2021;Wang et al., 2024;Zhou et al., 2019) H1: User Experience has an influence on E-Satisfaction H4: User Experience has an influence on E-Loyalty H8: E-Satisfaction mediates the relationship between User Experience and E-Loyalty E-Service Quality is an overall evaluation and opinion of customers related to the quality of service virtually via the internet, according to Ojasalo (Ashiq & Hussain, 2023).When users receive a quick response from an online service provider when facing a problem or question, they expect it to be resolved quickly so that if the service provided provides better than they expected so that when the reality exceeds expectations, the user will be satisfied (Jameel et al., 2021;Kaya et al., 2019;Rodríguez et al., 2020;Susilo, 2020).Service quality through various digital communications, if successfully maintained, will result in loyalty, customers are often disloyal because of poor service.This can damage the company's image and even interfere with the company's profits (Areiza-Padilla & Galindo-Becerra, 2022;Khan et al., 2023;Susilo, 2020).Online services do not have face-to-face interactions, so it is important to ensure that communication systems based on information technology operate effectively, respond quickly, easily, and accurately in such interactions, potentially increasing positive judgments and consumer emotions (Satisfaction) and ultimately increasing repeat purchase behavior (Loyalty) (Kaya et al., 2019;Khan et al., 2023;Rodríguez et al., 2020;Susilo, 2020) H2: E-Service Quality has an influence on E-Satisfaction H5: E-Service Quality has an influence on E-Loyalty H9: E-Satisfaction mediates the relationship between E-Service Quality and E-Loyalty According to Yousaf et al., (2018) E-Trust is defined as a customer's trust in the information offered by a website.This is based on his experience and belief in the information and services he receives from the website, which makes him more confident to carry out online economic activities.According to Chu et al., (2012) an individual visits websites used for online services more often, when he feels more confident for website applications, information and privacy (Anser et al., 2021).E-Trust in the online shopping environment can be an effective factor in maintaining a long-term relationship between customers and service providers so that a high perception of E-Satisfaction can reduce the high level of uncertainty because consumers tend not to make transactions through websites that are not able to provide a sense of trust (Al-Adwan & Al-Horani, 2019;Alnaim et al., 2022;Juwaini et al., 2022).SVOD service providers need to ensure the protection of financial details, therefore security has a strong impact and further emphasizes the importance of protecting personal and financial information.The trust and credibility of customers that encourage them to revisit a particular website to carry out economic activities.So that E-Loyalty can be increased through E-Trust (Al-Dweeri et al., 2019;Anser et al., 2021;Ashiq & Hussain, 2023;Bennhult & Frogner, 2021).By maintaining user privacy, practicing the integrity of online transactions as well as ensuring product availability and expanding the range of product variations to meet consumer demand and expectations can increase consumer trust so that consumers feel satisfied and have an influence on customers who will always make the service their first choice, continue to repurchase, and recommend positive experiences (Alnaim et al., 2022;D. Rachmawati & Syafarudin, 2022;Sihombing et al., 2023)

H3: E-Trust has an influence on E-Satisfaction H6: E-Trust has an influence on E-Loyalty
The Influence of User Experience, E-Service Quality, and E-Trust Mediated By E-Satisfaction On E-Loyalty: Customers Subscription Video On Demand (SVOD) Vol 3 No 9, Sept 2024 http://joss.al-makkipublisher.com/index.php/js1710

H10: E-Satisfaction mediates the relationship between E-Trust and E-Loyalty
According to Anderson and Srinivasan (2003), customer satisfaction in a virtual environment is also called (E-Satisfaction) related to previous purchase experiences with certain e-commerce companies (Quan et al., 2020).E-Loyalty is the impact of consumer satisfaction on the quality of online services.Customer satisfaction and customer loyalty are interrelated, meaning that if customer satisfaction increases, customer loyalty will also increase and cause positive WOM and if in the electronic world it is called E-WOM (Juwaini et al., 2022;Rodríguez et al., 2020;Saputra, 2021;Susilo, 2020).

H7: E-Satisfaction has an influence on E-Loyalty
The concept of E-Loyalty is similar to the concept of consumer loyalty, in the sense that consumers set customer purchase behavior and economic transactions or online economic activities repeatedly with businesses (Anser et al., 2021).
Several researchers showed a variety of different results, namely in the (Tjiptodjojo et al., 2023) showed that User Experience had a positive and significant influence on Customer Satisfaction and Customer Loyalty.(Wang et al., 2024) having results, namely one aspect of User Experience, namely ambience experience, does not have a relationship with satisfaction and loyalty.In the research (Wang et al., 2024) Festival satisfaction is positive in mediating the relationship between Festival Experience and Loyalty while in the study (Tjiptodjojo et al., 2023) has the result that there is no influence of User Experience on Customer Loyalty mediated by Customer Satisfaction.
In the research (Areiza-Padilla & Galindo-Becerra, 2022) and (Susilo, 2020) E-Service Quality has an influence on E-Loyalty and E-Satisfaction and there are differences in research conducted by (Ashiq & Hussain, 2023) Examining the 4 aspects of E-Service Quality (Security, Reliability, Responsiveness, and Convenience) does not all have an influence on E-Satisfaction and E-Loyalty.
(D. Rachmawati & Syafarudin, 2022) found that E-Trust has a positive and significant influence on E-Satisfaction while in the study (Ashiq & Hussain, 2023) found that E-Trust has no influence on E-Satisfaction.Then research (Bennhult & Frogner, 2021) shows that E-Trust on E-Loyalty has a positive and significant influence, while in the research (Juwaini et al., 2022) by E-Trust does not have a positive and significant influence on E-Loyalty.
There is a gap in the results of research conducted by (Susilo, 2020) E-Satisfaction has a positive and significant effect on E-Loyalty while research conducted by (Juwaini et al., 2022) found that E-Satisfaction has a positive but not significant influence on E-Loyalty.In the results of the research conducted (Kaya et al., 2019) explained that E-Satisfaction partially mediates the relationship between E-Service Quality and E-Loyalty, but in the research (Ashiq & Hussain, 2023) E-Satisfaction does not mediate the relationship between E-Service Quality and E-Loyalty.(Bennhult & Frogner, 2021) found that E-Satisfaction mediates E-Trust and E-Loyalty however, in research (Ashiq & Hussain, 2023) i.e.E-Satisfaction does not mediate the relationship between E-Trust and E-Loyalty.
From the phenomenon of the number of SVOD service subscribers in Indonesia which has increased and also some of them have been stable during the COVID-19 pandemic even though many entertainment venues have reopened and there are also negative reviews on the Playstore and Appstore, but the number of SVOD service users in Indonesia shows stable numbers and differences in the results of the research that has been explained in the previous section, then this research will focus on Influence User Experience, E-Service Quality, and E-Trust are mediated by E-Satisfaction to E-Loyalty  The researcher will distribute the questionnaire online with the Google Form tool using a likert scale that measures the extent to which respondents agree or disagree with the given statement, with a range from 1 (strongly disagree) to 5 (strongly agree) and a neutral point in the middle (Bougie & Sekaran, 2020).Literature research is carried out to obtain data in the form of theories needed by researchers in conducting research.The data can be obtained from textbooks, journals, theses, reports, online news, and the results of previous empirical research related to this research to support this research.
According to Hair et al., (2014) the sample size should be 100 or larger with a minimum sample number of at least 5 times more than the number of question items to be analyzed, so in this study there are 39 indicator items multiplied by 5, then the minimum number of samples is 190 respondents (Pardede et al., 2023).
The indicator item for User Experience is adapted from (Zhou et al., 2019), E-Service Quality and E-Trust indicator items are adapted from (Ashiq & Hussain, 2023), and the indicator items for E-Satisfaction and E-Trust are adapted from (Bennhult & Frogner, 2021).
In this research 3 mounth using the Structural Equation Modeling (SEM) technique, according to Ghozali & Latan (2015) SEM has the advantage of conducting path analysis with latent variables and using the Partial Least Squares (PLS) analysis tool is a multivariate statistical technique that makes comparisons between multiple dependent variables and multiple independent variables.PLS is one of the methods of solving Structural Equation http://joss.al-makkipublisher.com/index.php/js1712 Modeling (SEM) using outer model measurements consisting of convergent validity by looking at the loading factor value and Average Variance Extracted (AVE) & discriminatory validity by looking at the Cross Loading value.Then test the reliability by looking at Cronbach's Alpha and Composite Reliability values, while for the inner model, it is by looking at the R-Square, t-value, and p-value values (Joseph F. Hair et al., 2022).

RESULTS AND DISCUSSION
Before the questionnaire is widely distributed, the researcher first conducts a pre-test to ensure that the question items in the questionnaire used in the questionnaire can be understood by the respondents, in order to find out if there is ambiguity in the questions or whether there are problems with the words or measurements with the maximum target of respondents for the pre-test is 30 respondents (Bougie & Sekaran, 2020).
In this study, an online questionnaire was used through Google Form to obtain primary data, from all questionnaires that were successfully collected until the specified deadline, 285 respondents were collected, but after the screening or selection stage based on the criteria that were eligible to be tested, as many as 278 respondents who were domiciled in Greater Jakarta, at least 16 years old, had been at least 2 times (twice) with a time period of 1 time (one time) subscribe to SVOD during the Covid-19 pandemic (2020-2022) and 1x (one-time) after the Covid-19 pandemic (2023Covid-19 pandemic ( -2024)).
The following are the results of processing using Smart PLS 3.0.Outer Model: Convergent Validity by looking at the value of Outer Loading with a rule of thumbs > 0.6 -0.7 is still acceptable (Fauzi, 2022).

THE INFLUENCE OF USER EXPERIENCE, E-SERVICE QUALITY, AND E-TRUST MEDIATED BY E-SATISFACTION ON E-LOYALTY: CUSTOMERS SUBSCRIPTION VIDEO ON DEMAND (SVOD)
1713 https://joss.al-makkipublisher.com/index.php/jsThe outer loading value in this study is entirely above 0.6 so that the indicators in this construct are declared valid.Convergent Validity by looking at the Average Variance Extracted (AVE) value, must be greater than 0.5 (Hamid & Anwar, 2019).Based on the table above, the results of AVE show that all the variables used in this study produce values above 0.5, with the highest value in the E-Trust variable (0.755) and the lowest is the E-Service Quality variable (0.504) so it is declared valid.From the results of cross loading data, the correlation between the construct variable and the indicator is greater than the correlation of the indicator variable itself with the construct of other variables according to the theory (Joseph F. Hair et al., 2022).Thus it shows that latent constructs predict indicators on the variable itself better than indicators on other variables.Therefore, it can be said that this study passed the test of the validity of discrimination.(Hamid & Anwar, 2019).http://joss.al-makkipublisher.com/index.php/js1716

Test t-Statistics (Bootstrap)
Based on the results of the processing in table 5. Above there are 10 hypotheses that are tested with the explanation of the results of looking at the t-statistical value > 1.96 and p value: User Experience has a significant influence on E-Satisfaction as seen from the tstatistical value produced, which is 3.707 which has passed the t-value of the table, which is 1.96, and for the p-value generated is 0.000, which means it is below 0.05, E-Service Quality has a significant influence on E-Satisfaction as seen from the t-statistical value produced, which is 4,230 which has passed the t-value of the table, which is 1.96 and for the p-value produced is 0.000, which means it is below 0.05, E-Trust has a significant influence on E-Satisfaction as seen from the t-statistical value produced, which is 2.051 which has passed the table t-value of 1.96 and for the p-value produced 0.041 which means below 0.05.4. User Experience has a significant influence on E-Loyalty as seen from the t-statistical value produced, which is 2,360 which has passed the table t-value of 1.96 and for the p-value produced is 0.019 which means it is below 0.05, E-Service Quality has an insignificant influence on E-Loyalty as seen from the t-statistical value produced, which is 0.677 which does not pass the t-value of the table, which is 1.96, and for the p-value produced is 0.499, which means it is above 0.05, E-Trust has an insignificant influence on E-Loyalty as seen from the t-statistical value produced, which is 1.906 which does not pass the t-value of the table, which is 1.96, and for the p-value produced is 0.057, which means it is above 0.05, E-Satisfaction has a significant influence on E-Loyalty as seen from the t-statistical value produced, which is 9,717 which has passed the t-value of the table, which is 1.96, and for the p-value produced is 0,000, which means it is below 0.05, E-Satisfaction mediates the relationship between User Experience and E-Loyalty as seen from the t-statistic value produced, which is 3,504 which has passed the t-value of the table, which is 1.96, and for the p-value produced is 0,000, which means it is below 0.05, E-Satisfaction mediates the relationship between E-Service Quality and E-Loyalty as seen from the t-statistical value produced, which is 3,794 which has passed the t-value of the table, which is 1.96 and for the p-value produced is 0.000, which means below 0.05, E-Satisfaction mediates the relationship between E-Trust and E-Loyalty as seen from the t-statistical value produced, which is 2.023 which has passed the t-value of the table, which is 1.96, and for the p-value produced is 0.044, which means it is below 0.05.From table 6. above, the results of H8 (3,568), H9 (2,286), and H10 (2,499) as a result of mediation are seen from the t-statistical value is greater than the direct relationship contained in H4 (2,360), H5 (0,677), and H6 (1,906) so that it can be concluded that E-

THE INFLUENCE OF USER EXPERIENCE, E-SERVICE QUALITY, AND E-TRUST MEDIATED BY E-SATISFACTION ON E-LOYALTY: CUSTOMERS SUBSCRIPTION VIDEO ON DEMAND (SVOD)
1717 https://joss.al-makkipublisher.com/index.php/jsSatisfaction successfully mediates the relationship between User Experience, E-Service Quality, and E-Trust with E-Loyalty.

The Influence of User Experience on E-Satisfaction
Judging from the results of the t-statistical value of 3,707, it means that User Experience has a significant influence in creating E-Satsifaction, there a statement on the indicator items UX1, UX10, UX12, UX13, UX15, UX16, if the function of the feature, the choice of viewing type and genre, and customer service are noticed by the SVOD service provider, then the customer who uses it will be satisfied.User Experience is the totality of the end-user's perception when they interact with a product or service, this perception includes effectiveness, efficiency, emotional satisfaction and the quality of the relationship with the entity that created the service in this case the SVOD service provider (Tjiptodjojo et al., 2023).In line with previous research, when designing a website, services can pay attention to user interface and interaction as these prove to be the most important factor in increasing customer satisfaction and recommendation intention.Improving functional completeness will also help in increasing customer satisfaction in terms of smoothness supported by technical matters on the or application (Zhou et al., 2019).The results of this study are also in line with the results of research conducted by (Mamakou et al., 2024;Nova & Fitria, 2023;Saputra, 2021) that User Experience has a significant influence on E-Loyalty.

The Effect of E-Service Quality on E-Satisfaction
Judging from the t-statistical value of 4,230, it means that E-Service Quality has an important role in creating E-Satsifaction, there are statements on the indicator items ESQ1-ESQ6, and ESQ11&ESQ12 related to the security of personal data information, safe completion of transactions, information on SVOD services is useful, reliable, organized, accurate, and up-to-date, information about detailed services, SVOD services answer the need for entertainment and help solve if customers experience constraints during use, so these aspects can be noticed by SVOD service providers.In line with previous research conducted by (Jameel et al., 2021) that Responsiveness and Privacy and Security have a positive and significant influence on E-Satisfaction, Responsiveness plays an important role in improving E-Satisfaction, because when customers receive a quick response from the technical support team when facing a problem or question, they expect the transaction to end quickly and be satisfied.The results of the study consistently support the results of previous research by (Kaya et al., 2019;D. Rachmawati & Syafarudin, 2022;Rodríguez et al., 2020;Susilo, 2020) that E-Service Quality has a significant influence on E-Satisfaction.

The Effect of E-Trust on E-Satisfaction
Judging from the t-statistical value of 2,051, it means that E-Trust has a significant influence in creating E-Satsifaction, there is a statement in the indicator items ET1, ET2, and ET3 regarding the belief that the SVOD service will not misuse the customer's personal information, thus making trust and confidence when subscribing.In line with research (Al-Adwan & Al-Horani, 2019) A high perception of E-Satisfaction can reduce the high level of uncertainty related to the online environment and motivate customers to transact online with service providers.On the other hand, consumers tend not to make transactions through websites that are not able to provide a sense of trust.In the research conducted by (Juwaini et The Influence of User Experience, E-Service Quality, and E-Trust Mediated By E-Satisfaction On E-Loyalty: Customers Subscription Video On Demand (SVOD) Vol 3 No 9, Sept 2024 http://joss.al-makkipublisher.com/index.php/js1718 al., 2022) It was found that E-Trust has a positive relationship with E-Satisfaction which means that the higher the level of trust felt by customers, the greater the satisfaction.There are several studies with similar results, namely: (Alnaim et al., 2022;D. Rachmawati & Syafarudin, 2022;Sihombing et al., 2023).

The Influence of User Experience on E-Loyalty
Judging from the t-statistic value of 2,360, it means that User Experience has a significant effect on E-Loyalty as in the review on the Appstore by a user named KeviceB "Overall I like the user interface and the whole experience when using Netflix, I hope that ratings can be done by the audience and connected to Instagram Story social media", another user Windhy W "It's hard to move to another heart from Netflix", Another customer, Yoyo31235 said, "I'm confused why Netflix's rating is low even though I like it so much and it's a savior for me who likes to watch movies/series, I've been using it for several years on various TV devices; Smartphones, and Tablets all don't crash and work fine."The results of the research conducted by (Tjiptodjojo et al., 2023) shows that User Experience has a significant influence on Customer Loyalty, meaning that providing a good and positive User Experience will encourage customers to stay and make repeat purchases of products or services.The results of the study explain that User Experience has a significant influence on E-Loyalty in line with previous research (Wang et al., 2024;Zhou et al., 2019).

The Effect of E-Service Quality on E-Loyalty
The results in the table show a t-statistical value of 0.677 indicating that E-Service Quality has a not significant influence on E-Loyalty.SVOD service providers are very numerous and offer similar services so that customers have many alternatives, besides that, there are currently a lot of viewing recommendations on various platforms that do not have to have a paid subscription (freemium) so that consumers who get reviews or recommendations can move easily.There were different results in the research conducted by (Ashiq & Hussain, 2023) Examining 4 aspects of E-Service Quality (Security, Reliability, Responsiveness, and Convenience) there are research results that of the four aspects, 3 of them (Security, Reliability, and Responsiveness) have a significant relationship with E-Loyalty but there is 1 aspect, namely Convenience does not have a significant relationship with E-Loyalty.Similar research results are found in the research (Juwaini et al., 2022;Rodríguez et al., 2020) that E-Service Quality has no influence on E-Loyalty.

The Effect of E-Trust on E-Loyalty
The results in the table show a t-statistical value of 1,906 indicating that E-Trust has an insignificant influence on E-Loyalty, the large number of choices, promotions, and discounts from other SVOD service providers or other online entertainment content, as well as negative reviews about SVOD services as a whole or one brand can cause customer trust to have no effect on making customers loyal.This is in line with the results of research conducted by (Juwaini et al., 2022) i.e.E-Trust does not have a significant influence on E-Loyalty.

The Effect of E-Satisfaction on E-Loyalty THE INFLUENCE OF USER EXPERIENCE, E-SERVICE QUALITY, AND E-TRUST MEDIATED BY E-SATISFACTION ON E-LOYALTY: CUSTOMERS SUBSCRIPTION VIDEO ON DEMAND (SVOD)
The results in the table show a t-statistical value of 9,717, indicating that E-Satisfaction has a significant influence on E-Loyalty.Customers who already have an emotional bond, that feeling can cause loyalty to them, so it is difficult to move to competitors and be more tolerant even though they experience small obstacles related to the online services provided.In a study conducted by (Susilo, 2020) E-Satisfaction has a positive and significant effect on E-Loyalty.E-Satisfaction is a very important determining factor in E-Loyalty in the world of buying and selling sites.E-Loyalty is a consumer attitude that provides benefits for online service providers in the form of repeat purchases.E-Loyalty is the impact of consumer satisfaction on the quality of online services.Customer satisfaction and customer loyalty are interrelated, meaning that if customer satisfaction increases, customer loyalty will also increase.In the research (Bennhult & Frogner, 2021) showed that E-Satisfaction had a significant influence on E-Loyalty on SVOD streaming service subscribers in Sweden.The results of the research conducted by (Al-Adwan & Al-Horani, 2019;Al-Dweeri et al., 2019;Ashiq & Hussain, 2023;Kaya et al., 2019;Susilo, 2020) found the same result that E-Satisfaction has an effect on E-Loyalty.

The Effect of E-Satisfaction in Mediating the Relationship between User Experience and E-Loyalty
The results in the table show a t-statistical value of 3.568 after E-Satisfaction is partially mediated by the relationship between User Experience and E-Loyalty.Because the SVOD service uses a pre-citation and personalization system, where the movie content displayed follows the algorithm of what we watched before, for example, Netflix uses a recommendation system when you first join, you will be asked for your username, the language you want to use, and the reference of 3 movies that customers like for Netflix can capture customer interests and behavior.In research (Saputra, 2021) Customer Satisfaction partially mediates the relationship between User Experience and Customer Loyalty, this is because User Experience accompanied by a higher level of customer satisfaction will be able to increase customer loyalty.The same results were also found in the study (I.Rachmawati & Zurina, 2019) User Experience on telecommunication providers in Indonesia has a significant impact on Loyalty through Satisfaction because users will become loyal when they feel satisfied.Similar research results were found in the study (Wang et al., 2024;Zhou et al., 2019) that User Experience can have a greater impact on E-Loyalty through E-Satisfaction.

The Effect of E-Satisfaction in Mediating the Relationship between E-Service Quality and E-Loyalty
The results in the table show a t-statistical value of 2.286 after E-Satisfaction becomes the mediator of the relationship between E-Service Quality and E-Loyalty in full.In a review on the Playstore for Disney+Hotstar by several users such as Ahmad Basyir "I am very satisfied and do not regret subscribing because all the foreign movies that I want to watch have been dubbed into Indonesian Language so that it helps me as a visually impaired person who has difficulty reading subtitles and I have never found it in any application, hopefully in the future it can support Google Talkback like Netflix", these are positive reviews that can improve the online services that Disney+Hotstar provides.Similar results were found in the study (Kaya et al., 2019)  http://joss.al-makkipublisher.com/index.php/js1720 high-quality service, Because online services do not have face-to-face interaction, it is important to ensure that the communication system based on information technology operates effectively, responds quickly, easily, and accurately in technology-based interaction so that the quality of electronic services has the potential to improve positive assessment and consumer satisfaction and ultimately increase repeat purchase behavior (Loyalty).In the research conducted by (Khan et al., 2023;Rodríguez et al., 2020;Susilo, 2020) that E-Loyalty is more significantly influenced by E-Service Quality if it is through E-Satisfaction.

The Effect of E-Satisfaction in Mediating the Relationship between E-Trust and E-Loyalty
The results in the table show a t-statistic value of 2,499 after E-Satisfaction becomes the mediation of the relationship between E-Trust and E-Loyalty in full, on the Playstore for Disney+Hotstar review by user MJ13Store who said that "Initially I tried it for one month and wanted to upgrade to one year but when it was connected to OVO I was asked to pay back, I was sent a message that the account was not active, When it was clicked to be blank, when I tried to send an e-mail complaint and was immediately helped, I immediately subscribed for 1 year."Customer data in the case of transactions using this payment method (balance deduction) must be maintained by the SVOD service provider so that customers are confident and trust to continue their subscription.These results support the research conducted by (D. Rachmawati & Syafarudin, 2022) E-Satisfaction acts as a partial mediator between E-Trust and E-Loyalty.On the results of the study (Alnaim et al., 2022;Sihombing et al., 2023) found the same result that E-Trust can significantly affect E-Loyalty if it is through E-Satisfaction.

CONCLUSION
The results of this study are that User Experience has a significant influence on E-Satisfaction, E-Service Quality has a significant influence on E-Satisfaction, E-Trust has a significant influence on E-Satisfaction, User Experience has a significant influence on E-Loyalty, E-Service Quality has an insignificant influence on E-Loyalty, E-Trust has an insignificant influence on E-Loyalty, E-Satisfaction has an influence E-Satisfaction has succeeded in mediating between User Experience and E-loyalty partially, and E-Satisfaction has also become a mediation between E-Service Quality and E-Loyalty in full, and E-Satisfaction has become a mediation between E-Trust and E-Loyalty in full.Media Marketing because currently various SVOD services focus on content on social media to create bait with snippet content to provoke interest so that customers continue to subscribe or resubscribe (Z.Tarigan, 2024) (Putri, 2021) In addition, the content displayed, synopsis or snippets about films/dramas can cause online conversations so that the E-WOM variable needs to be considered in future research (Zahara et al., 2022) //joss.al-makkipublisher.com/index.php/js

Figure
Figure 1 SVOD Market Share Data 2020-2023 THE INFLUENCE OF USER EXPERIENCE, E-SERVICE QUALITY, AND E-TRUST MEDIATED BY E-SATISFACTION ON E-LOYALTY: CUSTOMERS SUBSCRIPTION VIDEO ON DEMAND (SVOD) 1711 https://joss.al-makkipublisher.com/index.php/js in Svod customers in Greater Jakarta during & post Covid-19 pandemic).

Figure 2
Figure 2 Research Framework

Figure 3
Figure 3 PLS Algorithm E-Satisfaction partially mediates the relationship between E-Service Quality and E-Loyalty, in a competitive environment an organization cannot survive without ; (H. S. B.Tarigan et al., 2023)

The Influence of User Experience, E-Service Quality, and E-Trust Mediated By E-Satisfaction On E- Loyalty: Customers Subscription Video On Demand (SVOD) Vol 3 No 9, Sept 2024
http://joss.al-makkipublisher.com/index.php/js1714

Table 3 Cronbach's Alpha and Composite Reliability
(Hamid & Anwar, 2019)ove, the results of Cronbach's Alpha and Composite Reliability have values above 0.70 so it can be concluded that in this study all variables are declared reliable and have good reliability values(Hamid & Anwar, 2019).

Table 4
Based on the values in the R Square test table obtained, it can be concluded that the E-Satisfaction variable is influenced by the User Experience, E-Service Quality, and E-Trust variables of 0.499 or 49.9% and the rest is influenced by other variables that are not studied in this study.Meanwhile, the E-Loyalty variable was influenced by User Experience, E-Service Quality, E-Trust, and E-Satisfaction by 0.591 or 59.1% and the rest was influenced by other variables that were not studied in this study