ABSTRAK
Aktivitas menggunakan mobile instant messenger merupakan aktivitasyang paling sering dilakukan oleh konsumen Indonesia dengan perangkat ponselpintarnya. Salah satu mobile instant messenger yang paling banyak digunakanoleh konsumen Indonesia adalah LINE messenger. Penelitian ini meneliti dampaknetwork externalities yang konsumen miliki dan flow experience yang dirasakanoleh konsumen terhadap loyalitas yang dimiliki konsumen pada LINE messenger.Dengan metode SEM, didapatkan bahwa referent network size perceivedcomplementarit, perceived enjoyment, attention focus mempengaruhi loyalitaskonsumen MIM secara positif.

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ABSTRACT
The activity of using mobile instant messaging is the most popular activityIndonesian consumers do with their smartphones. One of the most used mobileinstant messaging applications in Indonesia is LINE messenger. This study tries tofind the impact of consumers? network externality and flow experience to theirloyalty towards their LINE messenger. Structural Equation Modeling is used toanalyze the relationship between each variable. By that analysis, It is found thatreferent network size, perceived complementarity, perceived enjoyment, andattention focus can affect the consumers? loyalty positively