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All Journal Proceeding of the International Conference on Family Business and Entrepreneurship (ICFBF)
Afiff Wira Pradana
Universitas Indonesia
Economics, Econometrics & Finance

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What makes mobile apps users loyal? Customer engagement and customer equity roles Afiff Wira Pradana; Sri Rahayu Hijrah Hati
Proceeding of the International Conference on Family Business and Entrepreneurship 2022: Proceeding of 6th International Conference on Family Business and Entrepreneurship
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (405.479 KB) | DOI: 10.33021/icfbe.v3i1.3766

Abstract

Discussions regarding app loyalty will assist the company in developing existing features and creating new features. This study aims to determine customer equity mediation's role in customer engagement and loyalty. This study's novelty discusses factors that determine loyalty. Respondents in this study were the MyPertamina (application for cashless payment at Pertamina's public gas filling stations) users of 218 people registered in Indonesia. This research uses descriptive research design (cross-sectional) and Structural Equation Modeling (SEM). The research data were processed by using SmartPLS software with a partial least square technique to test the hypothesis. The empirical findings show that customer engagement positively affects customer equity, customer equity positively affects customer loyalty, and customer equity mediates the influence between customer engagement and customer loyalty.
Co-Authors Hati, Sri Rahayu Hijrah