Abstract:
This study
was to analyze Dominant Factors to Wechat's Customer Satisfaction,
This study is important to investigate the factors influencing Wechat's Customer
Satisfaction. Study is conducted at President University, North Cikarang, Indonesia.
A statement questionnaire was distributed to the total of 180 respondents that were
selected using a non probability sampling, which is the purposive sampling. T he
theory that comprises four realms of marketing which are, media richness, social
presence, perceived enjoyment and social influence is utilized in this research to
measure the WeChat's Customer Satisfaction. This research uses quantitative
research, whi ch using some analysis methods, such as descriptive analysis, classical
assumption, multiple regression analysis and hypothesis testing. Based on the
result, it is concluded that Media Richness, Social Presence, Perceived Enjoyment
and Social Influence as independent variables have the significant influence on the
customer satisfaction.
