Analysis of WhatsApp Users’ Consumer Satisfaction and Loyalty During The Covid-19 Pandemic in Samarinda

Abstract

The COVID-19 pandemic has had an impact on the use of social media for most people in Indonesia. This study aims to analyze and prove the influence of e-quality, e-trust, and the perceived benefits of e-satisfaction and e-loyalty of WhatsApp users during the Covid-19 pandemic in Samarinda. The data used are primary data obtained through the distribution of questionnaires to 105 respondents of WhatsApp users in Samarinda. The questionnaire was designed with a Likert scale of 1 to 5, namely 1 = strongly disagree, 2 = disagree, 3 = neutral, 4 = agree, 5 = strongly agree. The data were analyzed by multivariate linear regression using the AMOS program package. The results of the study show that e-service quality, e-trust, and perceived usefulness directly have a significant positive effect on esatisfaction and have no significant effect on e-loyalty.The implication of the results of the study on the main respondents aged 20-30 years and social media objects that are dynamic is that loyalty cannot be formed directly through the variables of e-service quality, etrust, perceptions of the usefulness of the WhatsApp application, but is formed from consumers who are satisfied with the WhatsApp application. Social media users are the main target for every business entity to realize in order to maintain business sustainability. Satisfied consumers will encourage the creation of loyalty to the products/services used.