Customer Commitment Model Based On Gender Through Communication Effectiveness With Customer Engagement As A Mediation Variable In Shopee Indonesia Customers

Abstract

Online shopping has experienced a positive increase in Indonesia. Shopee is one of the e-commerce sites that is unique among competitors because females dominate the customer segment. This study aims to create a model of communication effectiveness based on gender in influencing customer engagement and its implications for commitment. The research was conducted by surveying male and female customers, each with a total of 200 people. Hypothesis testing was carried out with SEM-PLS. The results of the analysis revealed that there were differences between the commitment models of male and female customers. In female customers, interaction, attention, and Enthusiasm affected commitment. Communication effectiveness affected commitment with interaction, attention, and Enthusiasm as mediation. Interaction, attention, and absorption affected commitment in the male customers model. Communication effectiveness affected commitment with interaction, attention, and absorption as mediation.