Customer Engagement, Customer Equity & Intention to Reuse Mobile Service Applications (A Case Study of Dana Application Users)

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Published: Dec 15, 2023
DOI: https://doi.org/10.35870/ijmsit.v3i2.1875
Keywords:
Brand Equity, Celluler App, Customer Engagement, Relationship Equity, Reuse Intention, Value Equity
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Asep Agung Prastio
Universitas Islam Indonesia
Erlita Ridanasti
Universitas Islam Indonesia

Abstract

This study aims to examine the effect of Customer engagement on Customer Equity (Value Equity, Relationship Equity, and Brand Equity) and Repurchase Intention on Mobile service applications. The population used in this study are Indonesian students who have made transactions/purchases through the Dana application. The number of samples used in this study was 200 respondents. Research data was collected by distributing questionnaires through an Online Survey system using Google Forms. The analysis technique used in this study is the PLS-SEM (Partial Least Square - Structural Equation Model) analysis technique with the SmartPLS program to test the hypothesis. The results showed that customer engagement positively affects value equity, relationship equity, and brand equity, which in turn can positively affect repurchase intentions.

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How to Cite
Agung Prastio, A., & Ridanasti, E. (2023). Customer Engagement, Customer Equity & Intention to Reuse Mobile Service Applications (A Case Study of Dana Application Users). International Journal of Management Science and Information Technology, 3(2), 312–321. https://doi.org/10.35870/ijmsit.v3i2.1875
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Vol. 3 No. 2 (2023): July - December 2023
Section
Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Author Biographies

Asep Agung Prastio, Universitas Islam Indonesia

Department of Management, Faculty of Business and Economics

Erlita Ridanasti, Universitas Islam Indonesia

Department of Management, Faculty of Business and Economics

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