Record Details

PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP ATTITUDINAL LOYALTY DAN BEHAVIOURAL LOYALTY PADA KONSUMEN OVO

Business and Finance Journal

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Field Value
 
Title PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP ATTITUDINAL LOYALTY DAN BEHAVIOURAL LOYALTY PADA KONSUMEN OVO
 
Creator Ming Khosasih, Mikhael
Secapramana, Laurentia Verina Halim
 
Subject Social media marketing activities
perceived value
customer satisfaction
attitudinal loyalty
behavioural loyalty
e-wallet
 
Description This day, social media has been developing. This media was used with company to close with consumer and gain more loyalty to brand. OVO Company have doing many activities in Instagram but the number of active customers not as much as their competitors. Go-Pay have the most active customer with social media activity not as much as OVO. This study aims to discuss the effect of social media marketing activities on OVO customer loyalty from attitudinal loyalty and behavioural loyalty with mediation customer satisfaction and perceived value. This study uses Structural Equation Model (SEM) and 150 respondents processed with SPSS 25 and AMOS 25. The result confirmed that there is positive relation but not significant between OVO customer satisfaction and behavioural loyalty.
 
Publisher UNUSA Press
 
Date 2021-04-02
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://journal2.unusa.ac.id/index.php/BFJ/article/view/1978
10.33086/bfj.v6i1.1978
 
Source Business and Finance Journal; Vol. 6 No. 1 (2021): Business and Finance Journal; 39-50
Jurnal Bisnis dan Keuangan; Vol 6 No 1 (2021): Business and Finance Journal; 39-50
2477-393X
2527-4872
10.33086/bfj.v6i1
 
Language eng
 
Relation https://journal2.unusa.ac.id/index.php/BFJ/article/view/1978/1310
 
Rights Copyright (c) 2021 Mikhael Ming Khosasih, Laurentia Verina Halim Secapramana
https://creativecommons.org/licenses/by-sa/4.0