Peranan Customer Satisfaction dan Customer Commitment   terhadap   e-WOM dalam Pengguna Aplikasi Gopay di Yogyakarta

Valinda Carolina De  Quelyu; Singgih Santoso

doi:10.29407/nusamba.v6i1.14533

Valinda Carolina De Quelyu Universitas Kristen Duta Wacana
Singgih Santoso Universitas Kristen Duta Wacana

https://doi.org/10.29407/nusamba.v6i1.14533

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Keywords: kualitas layanan, kualitas produk, promosi, kewajaran harga, loyalitas konsumen

Abstract

Customer satisfaction that takes place consistently will make consumers have a commitment to a brand and can further encourage promotion through word of mouth activitie. The purpose of this study was to determine the effect of customer satisfaction on customer commitment, and the impact on consumer commitment to do e-wom activities. This research uses Gopay service as the research object and gender as the moderating variable. With the survey method on 377 respondents and the structural model testing hypotheses process, the results show that consumer satisfaction has a positive effect on consumer commitment, and consumer commitment has a positive effect on e-WOM activities; while gender is proven to moderate the relationship between these variables.

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Peranan Customer Satisfaction dan Customer Commitment terhadap e-WOM dalam Pengguna Aplikasi Gopay di Yogyakarta

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