THE IMPACT OF MEDIA RICHNESS, SOCIAL PRESENCE, PERCEIVED ENJOYMENT AND SOCIAL INFLUENCE TOWARDS WECHAT 'S CUSTOMER SATISFACTION A CASE STUDY OF WECHAT USERS IN PRESIDENT UNIVERSITY

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.