Proceedings of the International Conference on Applied Science and Technology on Social Science 2021 (iCAST-SS 2021)

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Analysis of WhatsApp Users’ Consumer Satisfaction and Loyalty During The Covid-19 Pandemic in Samarinda

Authors
Indah Martati*, indahmartati@polnes.ac.id, Suminto Sumintosuminto@polnes.ac.id, Dyah Kusrihandayanidyahkusrihandayani@polnes.ac.id, Kristin Wulansarikristinwulansari@polnes.ac.id
Business Administration Department, Politeknik Negeri Samarinda, Samarinda, Indonesia
Corresponding Author
Available Online 4 March 2022.
DOI
10.2991/assehr.k.220301.087How to use a DOI?
Keywords
e-service quality; e-trust; perceived usefulness; e-satisfaction; e-loyalty
Abstract

The COVID-19 pandemic has had an impact on the use of social media for most people in Indonesia. This study aims to analyze and prove the influence of e-quality, e-trust, and the perceived benefits of e-satisfaction and e-loyalty of WhatsApp users during the Covid-19 pandemic in Samarinda. The data used are primary data obtained through the distribution of questionnaires to 105 respondents of WhatsApp users in Samarinda. The questionnaire was designed with a Likert scale of 1 to 5, namely 1 = strongly disagree, 2 = disagree, 3 = neutral, 4 = agree, 5 = strongly agree. The data were analyzed by multivariate linear regression using the AMOS program package. The results of the study show that e-service quality, e-trust, and perceived usefulness directly have a significant positive effect on e-satisfaction and have no significant effect on e-loyalty. The implication of the results of the study on the main respondents aged 20-30 years and social media objects that are dynamic is that loyalty cannot be formed directly through the variables of e-service quality, e-trust, perceptions of the usefulness of the WhatsApp application, but is formed from consumers who are satisfied with the WhatsApp application. Social media users are the main target for every business entity to realize in order to maintain business sustainability. Satisfied consumers will encourage the creation of loyalty to the products/services used.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the International Conference on Applied Science and Technology on Social Science 2021 (iCAST-SS 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
4 March 2022
ISBN
10.2991/assehr.k.220301.087
ISSN
2352-5398
DOI
10.2991/assehr.k.220301.087How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Indah Martati
AU  - Suminto Suminto
AU  - Dyah Kusrihandayani
AU  - Kristin Wulansari
PY  - 2022
DA  - 2022/03/04
TI  - Analysis of WhatsApp Users’ Consumer Satisfaction and Loyalty During The Covid-19 Pandemic in Samarinda
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2021 (iCAST-SS 2021)
PB  - Atlantis Press
SP  - 528
EP  - 534
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220301.087
DO  - 10.2991/assehr.k.220301.087
ID  - Martati2022
ER  -