The Influence Of Customer Engagement

Through Social Media Instagram On

Customer Loyalty For Video On Demand In
Indonesia
RESEARCH GAP

Customer Engagement Influence Positively on Customer Loyalty in the Hospital Industry

(Rather & Sharma,
ng, increasing creativity and all service improvements in a company. With the participation 2016) in the growth of a company, the greater the possibility of trust and cu
of customers
Customer Engagement Influence Negatively on Customer Loyalty in the Tourism Industry
(Ming Way Li, 2020)
There are not many studies that discuss about the influence of Customer Engagement on Custo

RESEARCH METHODOLOGY

RESEARCH FRAMEWORL
Observation Unit
Research Type Research Method VoD subscribers filtered through Instagram VoD ac
Associative- Causal Quantitative- Questionnaire
Data
Analysis Method
SEM-PLS

Sampling Technique
Time Range G-Power Statistics, 1З4 Respondents
Cross Sectional

RESULT From 18 Hypotheses, 12 were accepted while 6 rejected

VALIDITY COLLINEARITY
RELIABILITY HYPOTHESIS
ASSESSMENT
Convergent
Discriminant Validity
Validity

n in this study to gain new insights and be useful for the VoD industry.
AVE > 0.5 HTMT < 0.9 CR & CA > 0.7 VIF < 5 T-Value > 1.645 = Accepted
OL >satisfaction
affect brand loyalty, as well as variables that may relate to customer 0.7 CL >or
OTHER
valueVARIABLES
in use.
ustry indicator with their customer data to produce more specific results.
or such as the same genre to produce more specific results.

DISCUSSION

Enthusiasm, Absorption, Interaction, Identification variables have a positive

effect on Value in Use, while Attention has a negative effect on Value in Use

Variables Enthusiasm, Attention, Identification and Value in Use have a

positive effect on Customer Satisfaction while Absorption and Interaction
have a negative effect on Customer Satisfaction

Variables Customer Satisfaction, Value in Use, Attention, and Absorption

have a positive influence on Customer Loyalty while Enthusiasm, Interaction,
Identification have a negative effect on Customer Loyalty

PREPARED BY : FAJAR JULIUS SORGANG LOBUAN MANURUNG – 2201862404

MUHAMMAD AUFAR ALFARISI – 2З0196255З
CAHYA RESQIA DEWI – 2З01962ЗЗ2
SUPERVISED BY :
Yudi Fernando, SiEi, MiBiAi, PhiDi, MLogM - D5289