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Abstrak :
ABSTRAK
Aktivitas menggunakan mobile instant messenger merupakan aktivitas yang paling sering dilakukan oleh konsumen Indonesia dengan perangkat ponsel pintarnya. Salah satu mobile instant messenger yang paling banyak digunakan oleh konsumen Indonesia adalah LINE messenger. Penelitian ini meneliti dampak network externalities yang konsumen miliki dan flow experience yang dirasakan oleh konsumen terhadap loyalitas yang dimiliki konsumen pada LINE messenger. Dengan metode SEM, didapatkan bahwa referent network size perceived complementarit, perceived enjoyment, attention focus mempengaruhi loyalitas konsumen MIM secara positif.

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

Abstrak :
At its introduction, instant messaging (IM) was predicted to facilitate communication between businesses and customers. Growing numbers of smartphones coupled with internet penetration then led to the development of mobile instant messaging (MIM). Some MIM provides a feature for businesses to communicate to customers, which enables businesses to send promotions and information directly to customers. For this to be effective, loyalty is crucial for continued MIM use, especially MIM that can be used as a promotional tool, or mobile instant messaging promotion (MIMP). This study focuses on the factors that affect loyalty and satisfaction in MIMP. The results suggest that loyalty is affected by satisfaction and perceived usefulness, satisfaction by perceived enjoyment and attention focus, and perceived usefulness by referent network size and attention focus. MIMP should increase the user referent network size by offering rewards for inviting contacts. Perceived enjoyment and attention focus can be strengthened by enhancing the user experience and offering additional features.