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

Authors

  • Mikhael Ming Khosasih Universitas Surabaya
  • Laurentia Verina Halim Secapramana Universitas Surabaya

DOI:

https://doi.org/10.33086/bfj.v6i1.1978

Keywords:

Social media marketing activities, perceived value, customer satisfaction, attitudinal loyalty, behavioural loyalty, e-wallet

Abstract

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.

Downloads

Download data is not yet available.

References

Akamavi, R.K., Mohamed, E., Pellmann, K. and Xu, Y., 2015. Key determinants of passenger loyalty in the low-cost airline business. Tourism management, 46, pp.528-545.

Arena LTE. 2020. Ini Dompet Digital Sering Digunakan Konsumen Indonesia Bertransaksi Di Pandemi. Dikutip 7 November 2020, https://arenalte.com/berita/fintech/ini-dompet-digital-sering-digunakan-konsumen-indonesia-bertransaksi-di-pandemi/

Bandyopadhyay, S. and Martell, M., 2007. Does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical study. Journal of retailing and consumer services, 14(1), pp.35-44.

Belch, G.E. and Belch, M.A., 2004. Advertising and promotion: An integrated marketing communications perspective 6th. New York: McGraw-Hil l.

Cekaja.com (2019). Perbandingan Gopay dan OVO. Siapakah yang Terbaik ? Dikutip dari 7 Desember 2020, https://www.cekaja.com/info/perbandingan-gopay-dan-ovo-yang-perlu-diketahui-siapakah-yang-terbaik

Chen, S.C. and Lin, C.P., 2019. Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, pp.22-32.

Chua, B.L., Lee, S. and Han, H., 2017. Consequences of cruise line involvement: A comparison of first-time and repeat passengers. International Journal of Contemporary Hospitality Management.

Daily Social. 2017. OVO Mantapkan Diri Jadi Platform Akomodasi Loyalitas Pengguna. Dikutip 28 Oktober 2020, https://dailysocial.id/post/ovo-mantapkan-diri-jadi-platform-akomodasi-loyalitas-pengguna

Detik Net. 2020. Hasil Riset: Go-Pay Jadi Dompet Digital Favorit meski tanpa Promo. Dikutip 28 Oktober 2020, https://inet.detik.com/cyberlife/d-4906576/hasil-riset-gopay-jadi-dompet-digital-favorit-meski-tanpa-promo

Dunman, T. and Mattila, A.S., 2005. The role of affective factors on perceived cruise vacation value. Tourism Management, 26(3), pp.311-323.

El-Adly, M.I. and Eid, R., 2016. An empirical study of the relationship between shopping environment, customer perceived value, satisfaction, and loyalty in the UAE malls context. Journal of Retailing and Consumer Services, 31, pp.217-227.

Khan, M.M., 2019. The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context. International Journal of Marketing Studies, 11(1), p.134.

Kim, W. and Ok, C., 2009. The effects of relational benefits on customers' perception of favorable inequity, affective commitment, and repurchase intention in full-service restaurants. Journal of Hospitality & Tourism Research, 33(2), pp.227-244.

Kompas. 2019. Tumbuh Pesat, Ini Tantangan E-commerce untuk Raih Loyalitas Konsumen. Dikutip 3 November 2019, https://money.kompas.com/read/2019/03/26/192803026/tumbuh-pesat-ini-tantangan-e-commerce-untuk-raih-loyalitas-konsumen

Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. 2018. Marketing Management: An Asian Perspective (7th ed.). England: Pearson.

Lee, C.K., Ng, K.K.H., Chan, H.K., Choy, K.L., Tai, W.C. and Choi, L.S., 2018. A multi-group analysis of social media engagement and loyalty constructs between full-service and low-cost carriers in Hong Kong. Journal of Air Transport Management, 73, pp.46-57.

Llach, J., Marimon Viadiu, F., Alonso-Almeida, M.D.M. and Bernardo, M., 2013. Determinants of on-line booking loyalties for airline ticket purchasing. Tourism Management.

Macy, B., 2011. The power of real-time social media marketing: How to attract and retain customers and grow the bottom line in the globally connected world.

Nolimit. 2020. Mengintip Strategi Konten E-Wallet Indonesia. Dikutip 7 November 2020, https://blog.nolimit.id/2019/11/26/mengintip-strategi-konten-e-wallet-indonesia/

Saini, S. and Singh, J., 2020. A Link Between Attitudinal and Behavioral Loyalty of Service Customers. Business Perspectives and Research, 8(2), pp.205-215.

Sano, K., 2014. Do social media marketing activities enhance customer satisfaction, promote positive WOM and affect behavior intention?: an investigation into the effects of social media on the tourism industry. 同志社商学, 66(3), pp.491-515.

Santoso, A.S. and Erdaka, A., 2015. Customer loyalty in collaborative consumption model: Empirical study of CRM for product-service system-based e-commerce in Indonesia. Procedia computer science, 72, pp.543-551.

Sekaran, U. and Bougie, R., 2016. Research Methods For Business 7th ed. John Wiley.

Sharifi, S.S. and Esfidani, M.R., 2014. The impacts of relationship marketing on cognitive dissonance, satisfaction, and loyalty. International Journal of Retail & Distribution Management.

Taylor, S.A. and Baker, T.L., 1994. An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions. Journal of retailing, 70(2), pp.163-178.

Tirto.id. 2019. Go-Pay vs OVO: Mana yang Kini Berhasil Merebut Hati Pengguna? Dikutip dari 7 Desember 2020, https://tirto.id/gopay-vs-ovo-mana-yang-kini-berhasil-merebut-hati-pengguna-ecHz

Tirto.id. 2020. Tips Memanfaatkan Media Sosial untuk Branding Bisnis Saat Pandemi. Dikutip dari 28 Oktober 2020, https://tirto.id/tips-memanfaatkan-media-sosial-untuk-branding-bisnis-saat-pandemi-fKxX/

Tjepkema, L. 2019. 5 Big Social Media Predictions for 2019 | Emarsys. Retrieved 3 November 2019, from https://www.emarsys.com/resources/blog/top-5-social-media-predictions-2019

Downloads

Published

2021-04-02

How to Cite

Ming Khosasih, M., & Secapramana, L. V. H. (2021). PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP ATTITUDINAL LOYALTY DAN BEHAVIOURAL LOYALTY PADA KONSUMEN OVO. Business and Finance Journal, 6(1), 39–50. https://doi.org/10.33086/bfj.v6i1.1978