The Influence of Technology Affordance on Customer Loyalty with Customer Satisfaction as Mediating Variable of the Traveloka Mobile Application Users

Abstract

This study examines the effect of technology affordance on customer loyalty through customer satisfaction as a mediating variable. The benefits of this study are determining the relation between the interactivity, information, and navigation affordance of the Traveloka Mobile Application and customer loyalty. They can foster their satisfaction while using mobile applications. Data were collected through a survey of 150 respondents in Indonesia and analyzed statistically using SmartPLS 4.0. The results of the study indicate that interactivity affordance, information affordance, and navigation affordance have a positive and significant effect on customer satisfaction, interactivity affordance doesn't have a significant effect on customer loyalty, information affordance and navigation affordance have a positive and significant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty. Thus, customer satisfaction does have an effect as a mediating variable between interactivity affordance, information affordance, and navigation affordance on customer loyalty.

Keywords : technology affordance, interactivity affordance, information affordance, navigation affordance, customer satisfaction, customer loyalty