The Formation of Customer Satisfaction in Social Media, the Role of Frequency, and Duration of Use

Anandya, Dudi and Indarini, Indarini and Tito, Ayu (2020) The Formation of Customer Satisfaction in Social Media, the Role of Frequency, and Duration of Use. In: Insyma 17 Vung Tau Vietnam, 19-21 February 2020, Vung Tau Vietnam.

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Official URL / DOI: http://insyma.org/insyma17/

Abstract

This study aims to determine the effect of frequency, duration, relevancy, and brand community on satisfaction in Instagram social media users in Surabaya. This study used a quantitative approach with SEM (Structural Equation Model) was used for data analyses and AMOS 22.0 program was used for data processing. The sampling technique used was a non-probability sampling with a sample of 150 respondents who are Instagram users aged 19 to 26 years, actively use Instagram in the past year, and accept the brand community in Surabaya. The results of this study indicated that frequency had a significant effect on relevance; relevance had a significant effect on the brand community, the brand community had a significant effect on the satisfaction of Instagram social media in Surabaya. Duration did not have a significant negative effect on the relevance of Instagram social media in Surabaya. Keywords: Frequency, Duration, Relevance, Brand Community, Satisfaction

Item Type: Conference or Workshop Item (Speech)
Uncontrolled Keywords: Frequency, Duration, Relevance, Brand Community, Satisfaction
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: DUDI ANANDYA
Date Deposited: 18 Mar 2020 04:20
Last Modified: 18 Mar 2020 04:20
URI: http://repository.ubaya.ac.id/id/eprint/37685

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