An Investigation on Mobile Application Marketing: Go-Jek Indonesia Customer Loyalty

• Main Authors: Nita Nathania Claresta, 陳惠恩
• Other Authors: Chen, Ya-Ling
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/p7xr3x

碩士 === 國立彰化師範大學 === 會計學系 === 107 === This study focuses on mobile application marketing with the purpose of benefiting business entity since they can be conscious of taking account of lending more weight into mobile application marketing to increase the financial gain of the company. The research sample contains 178 Go-Jek users in Indonesia, which are tested through a random sampling method and analyzed using Partial Least Square – Structural Equation Method (PLS-SEM). Generally, most of the results are consistent with the hypothesis triggered, which are Mobile Application Effectiveness (MAE), Perceived Service Quality (PSQ) and Electronic Word-of-Mouth (e-WOM) that positively affect Customer Satisfaction (CS) that aims to Customer Loyalty (CL).