ABSTRACT: The goal of this
research is to analyze the pattern of relationship by understanding the direct
influence of consumer familiarity and usability of social network (Facebook) to
customer satisfaction and loyalty on its users in Malang, East Java. This
explanatory research written in a descriptive approach, refer to the theory of
decision-making process by Kotler-Keller and Peter-Olson. A critical incident
of Facebook are a characteristic of the product and service that the customer
would like and which specifically explainable. The critical incident technique
is another approach for determining customer requirements by describes
satisfaction items and critical incident. Facebook as a product which has a
critical incident is analyzed with a few of test related to consumer
familiarity and usability. The number of sample is rounded to 130 people. The
collected data analyzed by path analysis, with maximum likelihood estimation
method. The result findings were: the variable of familiarity and usability
significantly influenced customer satisfaction and loyalty. Meanwhile, the
variable of customer satisfaction isn’t significantly influenced customer
loyalty. For the result, total determinant coefficient on path model is 52%.
Keywords: familiarity,
usability, satisfaction, loyalty, Facebook
Penulis: Muhammad Idham
Sofyan, Fatchur Rohman
Kode Jurnal: jpmanajemendd110074
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