EXPLORING DIGITAL LIBRARY AFFINITY IN AFFECTING USER SATISFACTION AND LOYALTY OF TELKOM UNIVERSITY OPEN LIBRARY
Increasingly, digital libraries enable users to access a wide range of dispersed information sources without regard to the physical storage conditions of such resources. Users' allegiance to digital libraries will erode if they no longer see digital libraries as their digital knowledge centers. The number of people who return to digital libraries is falling. Digital library user satisfaction has been the subject of several studies. The application of affinity theory and loyalty theory to investigate the usage of digital libraries is not common. Affinity theory and Technology Acceptance Model (TAM) theory are being combined in this research to discover characteristics that influence customer satisfaction and loyalty to digital libraries. SEM (Structural Equation Modeling) analysis utilizing SMART PLS 3.2.9 data processing software was used in this research for explanatory statistics. An unintentional sampling method with 200 respondents was used by researchers. Users of Telkom University's open library are inspired by their affinity preference for digital libraries. Because the relevance of digital libraries in people's lives, open library services are once again being used. If service providers wish to improve open library user loyalty, they must first boost user satisfaction by offering features that are simple to grasp and perceived usefulness. The ease with which users would be able to access library resources at Telkom University has been attributed to the usability supplied by service providers. That users will continue using open libraries for their information requirements, book searching, and looking up book references and other scholarly sources will be a priority.