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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 :
Popularitas Mobile Instant Messaging (MIM) terus meningkat jaman sekarang ini. Hal ini menyebabkan peningkatan penggunaannya dalam organisasi juga. Penelitian ini bertujuan untuk menguji faktor-faktor psikologis dalam penggunaan MIM dalam komunikasi informal berdasarkan Teori Reasoned Action (TRA) dan untuk mengamati dampak penggunaan MIM terhadap kepuasan komunikasi organisasi. Menggunakan pendekatan kuantitatif dan survey, data dikumpulkan melalui kuesioner dan dianalisis dengan Partial Least Square (PLS). Dengan 89 responden dari Inspektorat Jenderal BPK RI, penelitian menunjukkan bahwa TRA tidak sepenuhnya diterapkan dalam penggunaan MIM dalam komunikasi informal. Norma subyektif tidak berpengaruh signifikan terhadap niat dan perilaku. Hasil penelitian juga menunjukkan bahwa penggunaan MIM di komunikasi informal berpengaruh signifikan terhadap kepuasan komunikasi organisasi. The popularity of Mobile Instant Messaging (MIM) continues to rise nowaday. This causes a rise in its use in organization as well. This study aims to examine the psychological factors in the use of MIM in informal communication based on the Theory of Reasoned Action (TRA) and to observe the effect of MIM’s use toward the organizational communication satisfaction. Using quantitative approach and survey, the data are collected through questionnaires and analyzed by Partial Least Square (PLS). With 89 respondents from Principal Inspectorate of BPK RI, the study shows that TRA is not fully applied in the use of MIM in informal communication. Subjective norm has no significant effect on intention and behavior. The result also shows that the use of MIM in informal communication has significant effect on organizational communication satisfaction.

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.

Abstrak :
Popularitas Mobile Instant Messaging (MIM) terus naik, termasuk dalam organisasi. Penelitian ini bertujuan untuk melihat faktor psikologis Penggunaan MIM dalam komunikasi informal menggunakan Theory of Reasoned Action (TRA) sekaligus melihat pengaruh Penggunaan MIM terhadap Kepuasan Komunikasi Organisasi. Menggunakan pendekatan kuantitatif dan metode survei, data dikumpulkan melalui kuesioner, kemudian dianalisis dengan Partial Least Square (PLS). Hasil penelitian dengan 89 responden dari Inspektorat Utama BPK RI, menunjukkan bahwa TRA tidak sepenuhnya terterapkan pada Penggunaan MIM dalam komunikasi informal. Norma subjektif tidak berpengaruh signifikan terhadap intensi maupun perilaku. Hasil penelitian juga menunjukkan bahwa Penggunaan MIM dalam komunikasi informal berpengaruh signifikan terhadap Kepuasan Komunikasi Organisasi.

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The popularity of Mobile Instant Messaging (MIM) continues to rise nowadays, including its use in organization. This study aims to examine the psychological factors in the use of MIM in informal communication based on the Theory of Reasoned Action (TRA), and to observe the effect of MIM?s Use toward the Organizational Communication Satisfaction. Using a quantitative approach and survey methods, the data were collected through questionnaires, and analyzed by Partial Least Square (PLS). With 89 respondents from Principal Inspectorate of BPK RI, the study shows that TRA is not fully applied in the use of MIM in informal communication. Subjective norm has no significant effect on intention and behavior. The result also shows that the use of MIM in informal communication has significant effect on Organizational Communication Satisfaction.