The effect of e-WOM on customer satisfaction through ease of use, perceived usefulness and e-wallet payment

Nugroho, Agustinus and Siagian, Hotlan and Oktavio, Adrie and Tarigan, Zeplin Jiwa Husada (2023) The effect of e-WOM on customer satisfaction through ease of use, perceived usefulness and e-wallet payment. [UNSPECIFIED]

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Abstract

Currently, streaming applications have been widely used by users to get comfort and pleasure in life. Users communicate with each other on social media related to the activities carried out. Communication is formed online as electronic word of mouth (e-WOM) between one user to another. The data distributed was 1238 respondents using streaming applications and 324 respondents in Indonesia who had used e-wallet payments as members. The analysis data was to answer all research hypotheses using partial least squares. The data processing results show that e-WOM impacts the perceived ease of use of e-wallets by 0.408. E-WOM positively impacts the perceived usefulness of the e wallet by 0.270. E-WOM has an impact on e-wallet payment intention of 0.190. Perceived ease of use has an effect of 0.175 and perceived usefulness of 0.259 on e-wallet payment intention. Perceived ease of use influences perceived usefulness of 0.395. Perceived ease of use and perceived usefulness impact customer satisfaction in terms of 0.157 and 0.217. Finally, it was found that e-wallet payment intention has an impact of 0.173 on customer satisfaction. The results of this study contribute to ewallet payment users and managers building two-way and effective communication through social media so that they can quickly and accurately solve user problems. The theoretical contribution is to enrich the theory of marketing behavior and technology acceptance models in electronic commerce.

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