Factors influencing the formation of consumer engagement and consumer satisfaction with e-learning activities

• Main Author: Singgih Santoso
• Format: Article
• Language: English
• Published: LLC "CPC "Business Perspectives" 2021-06-01
• Series: Innovative Marketing
• Subjects: AMOS-SEM; engagement; Indonesia; satisfaction; Special Region of Yogyakarta
• Online Access: https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/15142/IM_2021_02_Santoso.pdf

The COVID-19 pandemic that plagued the world has resulted in many e-learning software that drove virtual learning activities to jump sharply and began to replace face-to-face meetings. This paper aims to find out the influence of digital readiness, technical and information quality, instructor quality, e-learning adoption and attitude on consumer engagement, and consumer satisfaction with e-learning performance. The study was conducted in the form of a quantitative survey at Duta Wacana Christian University in the Special Region of Yogyakarta, Indonesia, over the period from June 2020 to September 2020. The study sample using the purposive random sampling technique consisted of 175 students as respondents. Various statistical methods, including descriptive and structural equation modeling, were used to analyze the data and test the hypotheses of the model. Key findings were that there is a statistically direct impact of digital readiness, technical and information quality, e-learning adoption and attitude, and instructor quality on consumer engagement, and thus consumer engagement influences consumer satisfaction positively and significantly. With these results, tutorial activities need to be implemented for the use of popular e-learning software and related technological literacy, because the need for e-learning software will be even more massive in the future.