Title:
THE PURSUE OF THE CUSTOMER LOYALTY: STUDY ON CONSUMER OVO DIGITAL- WALLET USERS IN JAKARTA

Authors:
Eddy John, Yudi Yulius and Wilhelmus Hary Susilo*

Abstract:
The purpose of this study was to determine the effect of intellectual capital, digital technology quality, and customer knowledge on value creation and its implications for customer loyalty on OVO digital wallet users in Jakarta partially and together. Furthermore, the 255 sample of this study is consumers who use OVO digital wallets. In this study in Jakarta- Indonesia and the data analysis method conducted within the Structural Equation Modeling and the confirmed strategic analysis. Hence, the results showed:1) Intellectual capital has a partial effect on value creation in consumers who use OVO digital wallets; 2) Digital technology quality partially influences value creation in consumers who use OVO digital wallets; 3) Customer knowledge partially influences value creation in consumers who use OVO digital wallets; 4) Intellectual capital, digital technology quality and customer knowledge simultaneously influence the value creation of OVO digital wallet users; 5) Intellectual capital affects customer loyalty to consumers who use OVO digital wallets; 6) Digital quality technology has a partial effect on customer loyalty to consumers who use OVO digital wallets; 7) Customer knowledge affects customer loyalty to consumers who use OVO digital wallets; 8) Value creation affects customer loyalty to consumers who use OVO digital wallets; 9) Intellectual capital, digital technology quality, customer knowledge and value creation together have a simultaneous effect on customer loyalty of OVO digital wallet users with R square value .85, so that the results of this study found the results of intellectual capital, digital technology-quality, and customer knowledge influence customer loyalty through variable value creation had the full mediation research marketing model.

Keywords:
Intellectual Capital, Digital Technology Quality, Customer Knowledge, Value Creation, Customer Loyalty