Anteseden brand loyalty maskapai low-cost carrier

DETAIL KOLEKSI

Anteseden brand loyalty maskapai low-cost carrier

Oleh : Fida Hasanah

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Sri Vandayuli Riorini

Kata Kunci : Brand interactivity, Brand involvement, Social media customer brand engagement, Brand trust, Brand l

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Status : Lengkap

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji pengaruh Brand Interactivity, Brand Involvement terhadap Social Media Customer Brand Engagement dan Brand Loyalty dimesiasi oleh Brand Trust pada perusahaan maskapai low-cost carrier di Indonesia. Melakukan penyebaran kuesioner kepada 208 responden sebagai sampel. Dalam penelitian ini metode pengambilan sampel menggunakan non-probability sampling, menggunakan teknik purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modeling (SEM).Hasil penelitian menunjukkan (1) Brand Interactivity tidak memiliki pengaruh positif terhadap Social Media Customer Brand Engagement. (2) Brand Involvement memiliki pengaruh positif terhadap social media customer brand engagement. (3) Social media customer brand engagement memiliki pengaruh positif terhadap brand trust (4) brand trust memiliki pengaruh positif terhadap brand loyalty (5) Brand trust memediasi pengaruh positif social media cutomer brand engagement terhadap brand loyalty. Penelitian selanjutnya dapat menambahkan variabel lain yang dapat mempengaruhi brand loyalty selain variabel brand interactivity, brand involvement, social media customer brand engagement, dan brand trust yaitu variabel brand experience dan perceived quality. Penelitian selanjutnya dapat disarankan melakukan penelitian merek maskapai lainnya atau objek pada bidang lainnya.

T This research aims to examine the influence of Brand Interactivity, Brand Involvement on Social Media Customer Brand Engagement and Brand Loyalty mediated by Brand Trust in low-cost carrier airline companies in Indonesia. Distributing questionnaires to208 respondents as samples. In this research, the sampling method used non- probability sampling, using purposive sampling technique. The data analysis methods used are Structural Equation Modeling (SEM).The research results show (1) Brand Interactivity does not have a positive influence on Social Media Customer Brand Engagement. (2) Brand Involvement has a positive influence on social media customer brand engagement. (3) Social media customer brand engagement has a positive influence on brand trust (4) brand trust has a positive influence on brand loyalty (5) Brand trust mediates the positive influence of social media customer brand engagement on brand loyalty. Future research can add other variables that can influence brand loyalty besides the variables of brand interactivity, brand involvement, social media customer brand engagement, and brand trust, namely the variables of brand experience and perceived quality. Further research could suggest conducting research on other airline brands or objects in other fields.