The Effect Of Digital Customer Experience Towards Customer Buying Decision Of Digital Internet Provider
| Main Authors: | Nadissa, Karyn; School of Business and Management, Institut Teknologi Bandung, Aprilianty, Fitri; School of Business and Management, Institut Teknologi Bandung |
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| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Proceedings of International Conference on Management in Emerging Markets (ICMEM) SBM ITB
, 2022
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/ProceedingSBMITB/article/view/4727 https://journal.sbm.itb.ac.id/index.php/ProceedingSBMITB/article/view/4727/1617 |
Daftar Isi:
- This research analyses the effect of digital customer experience in one of the digital internet providers in Indonesia towards the customer buying decision. Both qualitative and quantitative research was conducted, which returned 355 completed questionnaires. The digital customer experience has dimensions (interactivity, connectivity, integration, privacy and security, consistency, personalization, and internet data package variation). We found that the construct of the digital customer experience were good predictors of perceived compatibility, perceived risk, perceive ease-of-use, perceived usefulness, and perceived behavioral control. Those factors will impact the customers’ purchase intention, which lead to buying decision. The result show that all the factors except connectivity are positively affecting perception of innovation. Only perceived compatibility and perceived usefulness from the perception of innovation that leads to purchase intention and customer buying decision of digital internet provider. Keywords: Digital Customer Experience, Perceived Innovation, Purchase Intention, Buying Decision.