The Influence of Perceived Ease of Use, Perceived Usefulness, Enjoyment and Subjective Norms on Satisfaction with Customer Experience Through Brand Engagement for Sephora Application Users in Surabaya

저자(들)

  • Njoo Dylan Young Universitas Pelita Harapan
  • Janice Carysa Siahaya Universitas Pelita Harapan

##semicolon##

Perceived Ease of Use##common.commaListSeparator## Perceived Usefulness##common.commaListSeparator## Enjoyment##common.commaListSeparator## Subjective Norms##common.commaListSeparator## Brand Engagement##common.commaListSeparator## Customer Satisfaction##common.commaListSeparator## Sephora

초록

This study aims to examine the effect of Perceived Ease of Use, Perceived Usefulness, Enjoyment, and Subjective Norms on customer experience satisfaction through brand engagement for Sephora application users in Surabaya. This study uses quantitative methods with data collected from 130 respondents who are active users of the Sephora application. Data processing was carried out using SPSS software to analyze the relationship between variables through multiple linear regression tests. The results showed that Perceived Ease of Use, Perceived Usefulness, Enjoyment, and Subjective Norms have a significant influence on brand involvement, which then affects the level of customer satisfaction in using the Sephora application. Enjoyment and Perceived Usefulness factors are shown to be the main predictors that influence brand engagement and user satisfaction. These findings provide insights for companies in optimizing factors that can enhance customer experience through strong brand engagement.

##submission.citations##

Aji, H.M., Berakon, I. and Riza, A.F. (2020) ‘The effects of subjective norm and knowledge about riba on intention to use e-money in Indonesia’, Journal of Islamic Marketing, 12(6), pp. 1180–1196. Available at: https://doi.org/10.1108/JIMA-10-2019-0203.

Akdim, K., Casaló, L. V. and Flavián, C. (2022) ‘The role of utilitarian and hedonic aspects in the continuance intention to use social mobile apps’, Journal of Retailing and Consumer Services, 66(December 2021). Available at: https://doi.org/10.1016/j.jretconser.2021.102888.

Almaudina, M. et al. (2023) ‘The Effectiveness of Perceived Enjoyment and Brand Engagement in Correlating Gamification Marketing with Online Repurchase Intention in Shopee Game Users’, International Journal of Economics Development Research, 4(1), pp. 222–235.

Ashghar, S.A. and Nurlatifah, H. (2020) ‘Analisis Pengaruh Perceived Ease of Use, Perceived Usefulness, dan Perceived Risk terhadap Keinginan Membeli Kembali melalui e-Trust dan s-Satisfaction (Studi Kasus Pengguna Gopay pada Transaksi UMKM)’, Jurnal Al Azhar Indonesia Seri Ilmu Sosial, 1(1), p. 40. Available at: https://doi.org/10.36722/jaiss.v1i1.459.

Diaa, N.M. (2022) ‘Investigating the effect of augmented reality on customer brand engagement: The mediating role of technology attributes’, The Business and Management Review, 13(02), pp. 8–9. Available at: https://doi.org/10.24052/bmr/v13nu02/art-31.

Giakoumaki, C. and Krepapa, A. (2020) ‘Brand engagement in self-concept and consumer engagement in social media: The role of the source’, Psychology and Marketing, 37(3), pp. 457–465. Available at: https://doi.org/10.1002/mar.21312.

Högberg, J. et al. (2019) ‘Creating brand engagement through in-store gamified customer experiences’, Journal of Retailing and Consumer Services, 50(May), pp. 122–130. Available at: https://doi.org/10.1016/j.jretconser.2019.05.006.

Hollebeek, L.D. (2020) ‘Brand engagement and experience in online services’, 2, pp. 163–175. Available at: https://doi.org/10.1108/JSM-03-2019-0106.

Holmlund, M. et al. (2020) ‘Customer experience management in the age of big data analytics: A strategic framework’, Journal of Business Research, 116(February 2019), pp. 356–365. Available at: https://doi.org/10.1016/j.jbusres.2020.01.022.

Jasin, M. (2021) ‘The effect of perceived ease of use on behavior intention through perceived enjoyment as an intervening variable on digital payment in the digital era’, Journal of Industrial Engineering & Management Research, 3(5), pp. 127–133.

Keni, K. (2020) ‘How Perceived Usefulness and Perceived Ease of Use Affecting Intent to Repurchase?’, Jurnal Manajemen, 24(3), p. 481. Available at: https://doi.org/10.24912/jm.v24i3.680.

McLean, G. and Wilson, A. (2019) ‘Shopping in the digital world: Examining customer engagement through augmented reality mobile applications’, Computers in Human Behavior, 101(July), pp. 210–224. Available at: https://doi.org/10.1016/j.chb.2019.07.002.

McLean, G., Osei-Frimpong, K. and Barhorst, J. (2021) ‘Alexa, do voice assistants influence consumer brand engagement? – Examining the role of AI powered voice assistants in influencing consumer brand engagement’, Journal of Business Research, 124, pp. 312–328. Available at: https://doi.org/10.1016/j.jbusres.2020.11.045.

Meirani, M. and Abror (2019) ‘Effect of Customer Brand Engagement, Customer Satisfaction and Brand Love, to Customer-Based Brand Equity on Brand Honda Motorcycle in Faculty of Economic in Universitas Negeri Padang’, 97(Piceeba), pp. 341–352. Available at: https://doi.org/10.2991/piceeba-19.2019.40.

Naufaldi, I. and Tjokrosaputro, M. (2020) ‘Pengaruh perceived ease of use, perceived usefulness, dan trust terhadap ZALORA’s application user satisfaction’, Jurnal Manajerial dan Kewirausahaan, 2(3), pp. 715–722.

Salloum, S.A. et al. (2019) ‘Exploring students’ acceptance of e-learning through the development of a comprehensive technology acceptance model’, IEEE Access, 7, pp. 128445–128462. Available at: https://doi.org/10.1109/ACCESS.2019.2939467.

Sun, S., Law, R. and Schuckert, M. (2020) ‘International Journal of Hospitality Management Mediating e ff ects of attitude , subjective norms and perceived behavioural control for mobile payment-based hotel reservations’, International Journal of Hospitality Management, 84(October 2018), p. 102331. Available at: https://doi.org/10.1016/j.ijhm.2019.102331.

Trivedi, J. (2019) ‘Examining the Customer Experience of Using Banking Chatbots and Its Impact on Brand Love: The Moderating Role of Perceived Risk’, Journal of Internet Commerce, 18(1), pp. 91–111. Available at: https://doi.org/10.1080/15332861.2019.1567188.

Tyrväinen, O., Karjaluoto, H. and Saarijärvi, H. (2020) ‘Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail’, Journal of Retailing and Consumer Services, 57(July). Available at: https://doi.org/10.1016/j.jretconser.2020.102233.

Ummah, M.S. (2019) ‘Pengaruh Persepsi Kegunaan (Perceived Usefulness), Persepsi Kemudahan (Perceived Ease Of Use) Terhadap Niat Perilaku (Behavioural Intention) Dalam Mengakses Channel Youtube Endank Soekamti Dengan Sikap Penggunaan (Attitude Toward Using) Sebagai Mediasi’, Sustainability (Switzerland), 11(1), pp. 1–14.

Usman, O. et al. (2021) ‘The effect of computer self-efficacy and subjective norm on the perceived usefulness, perceived ease of use and behavioural intention to use technology’, IBIMA Business Review, 2020. Available at: https://doi.org/10.5171/2020.753259.

Verma, P. (2021) ‘The Effect of Brand Engagement and Brand Love upon Overall Brand Equity and Purchase Intention: A Moderated –Mediated Model’, Journal of Promotion Management, 27(1), pp. 103–132. Available at: https://doi.org/10.1080/10496491.2020.1809591.

Waqas, M., Hamzah, Z.L.B. and Salleh, N.A.M. (2021) Customer experience: a systematic literature review and consumer culture theory-based conceptualisation, Management Review Quarterly. Springer International Publishing. Available at: https://doi.org/10.1007/s11301-020-00182-w.

Widjaja, I., Arifin, A.Z. and Setini, M. (2020) ‘The effects of financial literacy and subjective norms on saving behavior’, Management Science Letters, 10(15), pp. 3635–3642. Available at: https://doi.org/10.5267/j.msl.2020.6.030.

Wilson, N., Alvita, M. and Wibisono, J. (2021) ‘the Effect of Perceived Ease of Use and Perceived Security Toward Satisfaction and Repurchase Intention’, Jurnal Muara Ilmu Ekonomi dan Bisnis, 5(1), p. 145. Available at: https://doi.org/10.24912/jmieb.v5i1.10489.

Winarno, W.A., Mas’ud, I. and Palupi, T.W. (2021) ‘Perceived Enjoyment, Application Self-efficacy, and Subjective Norms as Determinants of Behavior Intention in Using OVO Applications’, Journal of Asian Finance, Economics and Business, 8(2), pp. 1189–1200. Available at: https://doi.org/10.13106/jafeb.2021.vol8.no2.1189.

Zha, D., Marvi, R. and Foroudi, P. (2023) ‘Synthesizing the customer experience concept: A multimodularity approach’, Journal of Business Research, 167(December 2022), p. 114185. Available at: https://doi.org/10.1016/j.jbusres.2023.114185.

cover image of proceedings

##submission.downloads##

출판됨

2025-01-21

권

호. 4 (2024): Proceedings of the 4th International Conference on Entrepreneurship (IConEnt)

세션

Articles

##submission.license##

##submission.license.cc.by-nc-sa4.footer##