Anteseden dan konsekuensi customer engagement

DETAIL KOLEKSI

Anteseden dan konsekuensi customer engagement

Oleh : Muhammad Ilham Nurmandi

Info Katalog

Nomor Panggil : 022151132

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2020

Pembimbing 1 : Ayu Ekasari

Subyek : Marketing - Management

Kata Kunci : involvement, sign, interest, pleasure, customer engagement, loyalty, marketplace.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2020_TA-MJ_022151132_Halaman-Judul.pdf
2.	2020_TA-MJ_022151132_Bab-1.pdf	6
3.	2020_TA-MJ_022151132_Bab-2.pdf
4.	2020_TA-MJ_022151132_Bab-3.pdf
5.	2020_TA-MJ_022151132_Bab-4.pdf
6.	2020_TA-MJ_022151132_Bab-5.pdf
7.	2020_TA-MJ_022151132_Daftar-Pustaka.pdf
8.	2020_TA-MJ_022151132_Lampiran.pdf

Abstrak
Abstract

P enelitian ini dilakukan untuk mengetahui pengaruh Sign, Interest, dan Pleasure yang merupakan dimensi dari Involvement terhadap Customer Engagement, dan untuk mengetahui pengaruh Customer Engagement terhadap Loyalty. Objek dalam penelitian ini ialah tiga marketplace terbesar di Indonesia yaitu, Tokopedia, Shopee, dan Bukalapak. Data yang dikumpulkan dalam penelitian ini diperoleh menggunakan metode penyebaran kuesioner kepada 250 orang responden. Teknik pengambilan sampel dari penelitian ini yaitu purposive sampling. Metode alalisis yang digunakan dalam penelitian ini ialah Structural Equation Model (SEM). Hasil penelitian ini membuktikan bahwa terdapat pengaruh positif Sign dan Interest terhadap Customer Engagement, terdapat pengaruh positif Customer Engagement terhadap Loyalty. Sedangkan tidak terdapat pengaruh Pleasure terhadap Customer Engagement

T his study was conducted to determine the effect of Sign, Interest, and Pleasure which are dimensions of Involvement on Customer Engagement, and to determine the effect of Customer Engagement on Loyalty. The objects in this study are the bigest three marketplaces in Indonesia, namely, Tokopedia, Shopee, and Bukalapak. Data collected in this study were obtained using the method of distributing questionnaires to 250 respondents. The sampling technique of this research is purposive sampling. The analysis method used in this study is the Structural Equation Model (SEM). The results of this study prove that there is a positive effect of Sign and Interest on Customer Engagement, there is a positive effect of Customer Engagement on Loyalty. While, there is no effect of Pleasure on Customer Engagement.