Main Article Content

Naulia Oktaviani
Widji Astuti
Achmad Firdiansjah


The purpose of this study was to examine the effect of customer satisfaction on the formation of customer commitment and e-WOM. Commitments are divided into three, namely affective commitment, continuance commitment and normative commitment and are located as intervening variables. Data was collected from 100 e-money “OVO” application users in Malang who met the criteria determined by the researcher. The hypothesis is tested by path analysis using Smart PLS 3.2. The results of the study show that consumer satisfaction has a strong influence on the formation of affective commitment and normative commitment and encourages e-WOM behavior. Continuous commitment has no significant effect on e-WOM, because some customers decide to continue using OVO but choose not to disseminate OVO information to others. There is an indirect effect between customer satisfaction and EWOM through costumer commitment as intervening. Managerial advice that can be obtained is that the position of customer satisfaction is very important in marketing digital products because it is able to build customer commitment and encourage consumers to participate in disseminating product information to the public. The limitations of this study are in terms of numbers that are less representative so that further research is expected to expand the area used as the object of study and increase the number of respondents to the study so that the results obtained are expected to be better.


Download data is not yet available.

Plum Analytics

Article Details



Al-Hawari, M. A. (2011). Automated service quality as a predictor of customers ’ commitment A practical study within the UAE retail. Asia Pacific Journal of Marketing and Logistics, 23(3), 346–366.

Anggraeni, K. (2018). Transaksi e-commerce Indonesia tertinggi di Asia Tenggara. Retrieved from

APJII. (2017). Hasil survei penetrasi dan perilaku pengguna internet Indonesia 2017. Retrieved from

Bansal, H. S., Irving, G., & Shirley, F. (2004). A three-component model of customer commitment to service providers. Journal of the Academy of Marketing Science, 32(3), 234–250.

BPS. (2017). Telecommunication statistics in Indonesia 2017. Retrieved from

Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers positive word-of-mouth intentions and behaviors in a retailing context. Academy of Marketing Science, 33(2), 123–138.

Cater, B., & Zabkar, V. (2009). Antecedents and consequences of commitment in marketing research services: The client perspective. Industrial Marketing Management, 38(7), 785–797.

Čater, T., & Čater, B. (2010). Product and relationship quality in fluence on customer commitment and loyalty in B2B manufacturing relationships. Industrial Marketing Management, 39(1), 1321–1333.

Chan, Y. Y. Y., & Ngai, E. W. T. (2011). Conceptualising electronic word of mouth activity. Marketing Intelligence & Planning, 29(5), 488–516.

Cheung, C. M. K., & Lee, M. K. O. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218–225.

Evanschitzky, H., & Ramaseshan, B. (2012). Consequences of customer loyalty to the loyalty program and to the company. Journal Academy of Marketing Science, 40(1), 625–638.

Fahmi, S. (2018). Pengaruh persepsi keamanan dan kepercayaan terhadap niat konsumen dalam melakukan transaksi e-commerce, melalui sikap sebagai variabel intervening. Jurnal Aplikasi Manajemen Dan Inovasi Bisnis, 1(1), 86–96. Retrieved from

Fahmi, S., Rohman, F., Noermijati, N., & Sunaryo, S. (2018). Factors affecting Indonesian consumers to switch, using mobile banking and internet banking service, 2018, 1236–1248.

Ferdinand, A. (2014). Metode Penelitian Manajemen. Semarang: BP. Universitas Diponegoro.

Fullerton, G. (2003). When does commitment lead to loyalty? Journal of Service Research, 5(4), 333–344.

Fullerton, G. (2011). Journal of retailing and consumer services creating advocates: The roles of satisfaction, trust and commitment. Journal of Retailing and Consumer Services, 18(1), 92–100.

Gosta, D. R., Utami, D. N., & Dewi, F. S. (2018). Presiden direktur PT Visionet Internasional (OVO). Jangan bersaing, mending kerja sama. Retrieved October 10, 2018, from

Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM scale: Word-of-Mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences, 27, 5–23. 10.1002/CJAS.129

Gustaffsson, A., Johnson, M. D., & Roos, I. (2006). The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention the effects of customer satisfaction, relationship commitment. Journal of Marketing, 69(4), 210–218.

Hair, J., Hult, G. T. M., Ringle, C. M., & Rstedt, M. S. (2014). A Premier on Partial Least Squres Structural Equation Modeling (PLS-SEM). California USA: SAGE Publication.

Harris, P., & Khatami, N. A. (2017). Antecedents of word of mouth behaviour among female grocery shoppers in Iran. Journal of Islamic Marketing, 8(1), 2–15.

Harrison-walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60–75.

Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile. Marketing Intelligence & Planning, 30(4), 460–476.

Jana, S. S., Blanca, P., & Catalán, B. L. (2016). What makes services customers say “ buy it with a mobile phone ”? Journal of Services Marketing, 30(6), 601–614.

Khal, K., Parsa, H. G., & Cobanoglu, C. (2011). Building a model of commitment for generation Y: An empirical study on e-travel retailers. Tourism Management, 32(4), 833–843.

Kotler, P., & Armstrong, G. (2016). Principles of Marketing 13th Edition. Prentice Hall, New Jersey.

Meyer, J. P., & Allen, N. J. (1991). A three-component conceptualization of organizational commitment. Human Resource Management Review, 1(1), 61–89.

Meyer, J. P., Allen, N. J., & Smith, C. A. (1993). Commitment to organizations and occupations: Extension and Test of a three-component conceptualization. Journal of Applied Psychology, 78(4), 538–551.

Nusair, N., Ababneh, R., & Bae, Y. K. (2011). Impact of transformational leadership style on innovation as perceived by public employees in Jordan. International Journal of Commerce and Management, 22(3), 182–201.

Soliana, D. S., & Pratomo, L. A. (2016). Anteseden dari word of mouth. Jurnal Ekonomi, 7(1), 1-8. Retrieved from

Sramek, B. D., Droge, C., Mentzer, J. T., & Myers, M. B. (2009). Creating commitment and loyalty behavior among retailers: What are the roles of service quality and satisfaction? Journal of the Academic Marketing Science, 37(1), 440–454.

Sumaedi, S., Juniarti, R. I., Mahatma, I. G., & Bakti, Y. (2015). Understanding trust & commitment of individual saving customers in Islamic banking: The role of ego involvement. Journal of Islamic Marketing, 6(3), 406–428.

Teo, R., & Soutar, G. N. (2012). Word of mouth antecedents in an educational context : A Singaporean study. International Journal of Educational Management, 26(7), 678–695.

Wang, Y., Yeh, R. K., Chen, C., & Tsydypov, Z. (2016). Telematics and informatics what drives electronic word-of-mouth on social networking sites ? perspectives of social capital and self-determination. Telematics and Informatics, 33(4), 1034–1047.

Yap, K. B., Soetarto, B., & Sweeney, J. C. (2013). The relationship between electronic word-of-mouth motivations and message characteristics: The sender ’ s perspective. Australasian Marketing Journal (AMJ), 21(1), 66–74.

Yaqub, M. Z., Malik, A., & Shah, H. (2015). The roles of satisfaction, trust and commitment in value-creation in strategic networks. European Journal of Economics, Finance and Administrative Sciences, 18(1), 133–145.