THE IMPACT OF USER SATISFACTION ON CONTINUANCE INTENTION TO USE FACEBOOK

User base is the most important part to make a social media to exist and survive, without user base, the social media might be disappeared, therefore user continuance is important thing to keep the user base and what a social media like Facebook has to keep in order gain more user base and keep the social media survive in competition. Facebook as the social media with the largest user base, has the biggest problem which actually is not how to get new users, but how to keep the people who already became Facebook�s user to continue using this social media. Adopted from previous research conducted by Shi et al (2010), this study aims at investigating the factors influencing user continuance intention to use Facebook based on the expectation disconfirmation theory and the motivations of using Facebook by examined the role of satisfaction in affecting user continuance intention to use Facebook and the effects of four kinds of disconfirmations as the antecedents of satisfaction. The object of this study is Facebook. To collect the data, researcher uses questionnaire distributed online to respondents via forums, messenger and social media. The data is then analyzed by employing multiple regression analysis after validity and reliability test is conducted. The finding shows that users� level of satisfaction with initial Facebook use is positively associated with their Facebook continuance intention. This study also shows there are positive association between two disconfirmation: maintaining offline contacts and entertainment, with users� level of satisfaction, whereas the other two disconfirmation: meeting new people and information seeking, have negative association with users� level of satisfaction. The findings are different from previous study as it has different research scope. Researcher discusses reasons why some hypotheses are not supported. At the end, this study provides some recommendations for marketers in social media business and some suggestions for next researchers who are interested in this topic. Some limitations are also revealed