THE EFFECT OF CUSTOMER EXPERIENCE TOWARDS ENGAGEMENT IN SOCO BY SOCIOLLA

• Main Author: Dzulqadah Febilincia Y, Siti
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64563
• Institution: Institut Teknologi Bandung

As the new platform of conducting transactions through mobile app, m-commerce extends the benefit in e-commerce in terms of convenience and flexibility. However, the usage of m-commerce to conduct transaction is still low. SOCO by Sociolla, which is one of m-commerce that adapt m-commerce as their new channel, is lack of engagement. Moreover, the limited theory regarding customer experience towards engagement in m-commerce environment. The research objective is to optimize the engagement in m-commerce by improving customer experience factors. Therefore, this research extends the outcome from Online Customer Experience model with engagement. The model adapt the utilitarian values and hedonics values that affects customer experience. Data collection is done by distributing online questionnaire using items from previous study and analysed the final data using PLS SEM. The finding indicates that customer experience has a positive impact towards engagement. In addition, customer experience is more impactful to engagement through satisfaction. Telepresence has the strongest effect than other variables influencing customer experience. The result from this study is expected to be consideration of marketers in multi-channel retail, specifically in beauty industry, who uses m-commerce as their channel to set strategy in optimizing customer experience and engagement in mobile application.