Customer Loyalty of Using Digital Payment During the Covid-19 Pandemic in Indonesia

Abstract

This study aims to examine the impact of Customer Perceived Value (CPV) on Customer Loyalty of GoTo users in Indonesia by considering the roles of commitment and trust. To support the previous literature, this study proposes a conceptual framework that is rarely used by other researchers, by establishing the mediation and moderation of commitment and trust, that are believed to be suitable for the GoTo users community in Indonesia. The respondents of this study consist of 180 GoTo users who participated in answering a survey questionnaire developed in this study. The findings of this study confirm that the customer perceived value of GoTo users in Indonesia will have more impacts on customer loyalty if the GoTo users increase their uses of GoTo continuously in meeting their needs. It is also confirmed that trust from GoTo users is able to moderate the customer perceived value and commitment of GoTo users. The model offered in this study contributes to the development of literature that is appropriate to the increasing culture of the Indonesians today in using digital payment technology such as the GoTo.