The Formation of Customer Satisfaction in Social Media, the Role of Frequency, and Duration of Use

DOI

10.2991/aebmr.k.200127.018How to use a DOI?

Keywords

Frequency, Duration, Relevance, Brand Community, Satisfaction

Abstract

This study aims to determine the effect of frequency, duration, relevancy, and brand community on satisfaction in Instagram social media users in Surabaya. This study used a quantitative approach with SEM (Structural Equation Model) was used for data analyses and AMOS 22.0 program was used for data processing. The sampling technique used was a non-probability sampling with a sample of 150 respondents who are Instagram users aged 19 to 26 years, actively use Instagram in the past year, and accept the brand community in Surabaya. The results of this study indicated that frequency had a significant effect on relevance; relevance had a significant effect on the brand community, the brand community had a significant effect on the satisfaction of Instagram social media in Surabaya. Duration did not have a significant negative effect on the relevance of Instagram social media in Surabaya.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - D. Anandya
AU  - Indarini
AU  - A.T. Septiani
PY  - 2020
DA  - 2020/01/31
TI  - The Formation of Customer Satisfaction in Social Media, the Role of Frequency, and Duration of Use
BT  - Proceedings of the 17 th International Symposium on Management (INSYMA 2020)
PB  - Atlantis Press
SP  - 89
EP  - 93
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200127.018
DO  - 10.2991/aebmr.k.200127.018
ID  - Anandya2020
ER  -