The Effect of Ultilitarian Value on Mobile App Loyalty Through Mobile App Engagement
(Study on Reddoorz Users in Indonesia)
Abstract
In this current era, traveling to various regions has been widely embraced by people, considering it as a part of their
lives. Coupled with numerous policies implemented by the government to enhance the tourism industry. In this digital
age, there have been significant changes in people's lifestyles, especially in meeting their needs. They desire
convenience in obtaining things simply by using their smartphones. Hence, various applications have emerged to
facilitate travelers in their journeys, one of which is the online hotel booking application. One of the online hotel
booking applications available is RedDoorz, which offers a variety of services that users need.
The aim of this research is to understand the influence of Utilitarian Value on Mobile App Loyalty through Mobile
App Engagement among RedDoorz application users in Indonesia. Data collection for this research was conducted
by distributing questionnaires and using quantitative data analysis. The sample used in this study was 277
respondents, analyzed using Smart-PLS version 3. Based on the research findings, it can be concluded that partially,
the utilitarian value variable has a positive and significant effect on mobile app engagement. Partially, the mobile
app engagement variable has a positive and significant effect on mobile app loyalty. Furthermore, the utilitarian value
variable has a positive effect on mobile app loyalty through mobile app engagement.
Keyword-mobile app, booking online, hotel, RedDoorz
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