Pengaruh satisfaction terhadap trust dan dampaknya pada loyalty konsumen online

DETAIL KOLEKSI

Pengaruh satisfaction terhadap trust dan dampaknya pada loyalty konsumen online

1.0

Oleh : Alexander Dimpos

Info Katalog

Nomor Panggil : 022151030

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2021

Pembimbing 1 : Dyah Astarini

Subyek : Marketing - Management

Kata Kunci : brand experience, brand love, customer engagement, service qualit

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2021-TA_SMJ_022151030_Halaman-Judul.pdf
2.	2021-TA_SMJ_022151030_Lembar-Pengesahan.pdf
3.	2021-TA_SMJ_022151030_Bab-1-Pendahuluan.pdf	8
4.	2021-TA_SMJ_022151030_Bab-2-Tinjauan-Pustaka.pdf
5.	2021-TA_SMJ_022151030_Bab-3--Metodologi-Penelitian.pdf
6.	2021-TA_SMJ_022151030_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2021-TA_SMJ_022151030_Bab-5-Kesimpulan.pdf
8.	2021-TA_SMJ_022151030_Daftar-Pustaka.pdf
9.	2021-TA_SMJ_022151030_Lampiran.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisis faktor-faktor atau variabel yang dapat mempengaruhi pengunjung untuk mengetahui pengaruh Brand Experience terhadap Customer Engagement pada Hotel. Pada penelitian ini Brand Experience dipengaruhi oleh 3 faktor Brand Love, Customer Engagement dan Service Quality. Penelitian ini dilakukan pada individu yang sudah pernah menginap di Hotel dan mengambil 350 sampel dari individu yang sudah pernah menginap di Hotel minimal 1-2 kali dalam 5 tahun terakhir. Metode yang digunakan adalah non-probability sampling dengan teknik purposive sampling dan menggunakan metode SEM (Structural Equation Model).Hasil dari penelitian ini adalah (1) Brand Experience berpengaruh positif terhadap Brand Love. (2) Brand Love berpengaruh positif terhadap Customer Engagement. (3) Brand Love tidak memediasi pengaruh Brand Experience terhadap Customer Engagement. (4) Service Quality tidak memoderasi pengaruh Brand Experience terhadap Brand Love. (5) Service Quality memoderasi hubungan pengaruh Brand Love terhadap Customer Engagement.

T his study aims to analyze the factors or variables that can influence visitors to determine the effect of Brand Experience on Customer Engagement at the Hotel. In this study, Brand Experience is influenced by 3 factors: Brand Love, Customer Engagement and Service Quality. This study was conducted on individuals who have stayed at hotels and took 350 samples from individuals who have stayed at hotels at least 1-2 times in the last 5 years. The method used is non-probability sampling with purposive sampling technique and using SEM (Structural Equation Model) method.The results of this study are (1) Brand Experience has a positive effect on Brand Love. (2) Brand Love has a positive effect on Customer Engagement. (3) Brand Love does not mediate the influence of Brand Experience on Customer Engagement. (4) Service Quality does not moderate the influence of Brand Experience on Brand Love. (5) Service Quality moderates the influence of Brand Love on Customer Engagement.