Knowing antecedent customer citizenship behavior using mobile wallet link AJA in Indonesia 2020

This paper target at examining a model antecedents toward customer Citizenship behavior (CCB). specifically, the primary goal of the paper is looking for effect of brand experience, brand trust and as an antacedent that affects consumer citizenship behavior within the use of mobile wallets in Indonesia in 2020 and as a part research disertation of the writer's dissertation for doctoral studies at Brawijaya university. 460 people as respondents throughout Indonesia using the machin formula because the variety of respondents is not recognised with certainty. The result this research show that brand experience has a negative effect on customer citizenship behaviour, a path coefficient of -0.005, but not significant, P-Values 0.474 > a significance level of 0.05. Brand experience has a positive effect on brand trust with a path coefficient of 0.229 and is significant, with a P- Values of 0.013 <a significance level of 0.05, Brand trust has a positive effect on Customer Citizenship Behavior, with a path coefficient value of 0.246 and significant, with a P-Values of 0.029 <a significance level of 0.05. The finding of the study give new idea to marketing, in understanding the important factor that motivate CCB among using mobile wallet in Indonesia. Last and foremost a thank you to LPDP as a funder / sponsor of this reseach.