Pengaruh multidimensi customer equity terhadap behavioral loyalty yang dimediasi oleh attitudinal loyalty pada pelanggan aplikasi mobile food delivery
Info Katalog
File Repositori
Nomor Panggil : 022001907006
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Sri Vandayuli Riorini
Subyek : Marketing--Mangement;Customer equity
Kata Kunci : value equity, brand equity, relationship equity, attitudinal loyalty, behaioral loyalty
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2023_TA_SMJ_022001907006_Halaman-Judul.pdf | ||
| 2. | 2023_TA_SMJ_022001907006_Lembar-Pengesahan.pdf | ||
| 3. | 2023_TA_SMJ_022001907006_Bab-1--Pendahuluan.pdf | ||
| 4. | 2023_TA_SMJ_022001907006_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2023_TA_SMJ_022001907006_Bab-3-Metode-Penelitian.pdf |
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| 6. | 2023_TA_SMJ_022001907006_Bab-4-Analisis-dan--Pembahasan.pdf |
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| 7. | 2023_TA_SMJ_022001907006_Bab-5-Kesimpulan.pdf |
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| 8. | 2023_TA_SMJ_022001907006_Daftar-Pustaka.pdf | ||
| 9. | 2023_TA_SMJ_022001907006_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji pengaruh multidimensional Customer Equity terhadap Behavioral Loyalty yang dimediasi oleh Attitudinal Loyalty pada pelanggan aplikasi mobile food delivery. Penyebaran kuesioner dilakukan kepada 180 responden sebagai sample. Metode pengambilan sample pada penelitian ini menggunakan non-probability sampling, dan teknik purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Model (SEM), SPSS dan Software AMOS22. Hasil menampilkan (1) Variabel Value Equity tidak terdapat pengaruh signifikan dan positif terhadap Attitudinal Loyalty. (2) Variabel Brand Equity berpengaruh signifikan dan positif terhadap Attitudinal Loyalty. (3) Variabel Relationship Equity berpengaruh signifikan dan positif terhadap Attitudinal Loyalty. (4) Variabel Attitudinal Loyalty berpengaruh signifikan dan positif terhadap Behavioral Loyalty. (5) Variabel Value Equity tidak terdapat pengaruh signifikan dan positif terhadap Behavioral Loyalty yang dimediasi oleh Attitudinal Loyalty. (6) Variabel Brand Equity berpengaruh signifikan dan positif terhadap Behavioral Loyalty yang dimediasi oleh Attitudinal Loyalty. (7) Variabel Relationship Equity berpengaruh signifikan dan positif terhadap Behavioral Loyalty yang dimediasi oleh Attitudinal Loyalty.Saran (1) Penelitian selanjutnya dapat memperluas cakupan penelitian di industri bisnis lain tidak hanya mobile food delivery. (2) Peneliti selanjutnya dapat mendapatkan data secara langsung dengan mewawancarai responden. (3) Penelitian selanjutnya dapat menambahkan variabel baru.
T The objective of the empirical study is to examine and to analyze the effect of multidimensional Customer Equity terhadap Behavioral Loyalty yang dimediasi oleh Attitudinal Loyalty pada pelanggan aplikasi mobile food delivery. Distribute questionnaires to 180 Respondents as a sample. The data analysis method used is Structural Equation Modeling (SEM), SPSS and AMOS22 Software. The results show (1) The Value Equity variable has no significant and positive effect onAttitudinal Loyaltyand is not supported. (2) The Brand Equity variable has a significant and positive effect on Attitudinal Loyaltyand is supported. (3) The Relationship Equity variable has a significant and positive effect onAttitudinal Loyaltyand is supported. (4) The Attitudinal Loyalty variable has a significant and positive effect onBehavioral Loyalty and is supported. (5) The Value Equity variable has no significant and positive effect onBehavioral Loyalty in which mediatedby Attitudinal Loyalty and is not supported. (6) The Brand Equity variable has a significant and positive effect onBehavioral Loyalty in which mediatedby Attitudinal Loyalty and is supported. (7) The Relationship Equity variable has a significant and positive effect onBehavioral Loyalty in which mediatedby Attitudinal Loyalty and is supported. Suggestions (1) Future research can expand the scope of research in other business industries, not only mobile food delivery. (2) The next researcher can obtain data directly by interviewing respondents. (3) Future research can add new variables
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