Anteseden dan konsekuensi dari customer engagement
Info Katalog
File Repositori
Nomor Panggil : 122011910065
Subyek : Brand loyalty;Brand behaviour
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Asep Hermawan
Kata Kunci : sensory brand experience, affective brand experience, behavioral brand experience, intellectual bran
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TS_MMJ_122011910065_Halaman-Judul.pdf | 8 | |
| 2. | 2022_TS_MMJ_122011910065_Lembar-Pengesahan.pdf | 4 | |
| 3. | 2022_TS_MMJ_122011910065_Bab-1_Pendahuluan.pdf | 9 | |
| 4. | 2022_TS_MMJ_122011910065_Bab-2_Tinjauan-Pustaka.pdf | 15 |
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| 5. | 2022_TS_MMJ_122011910065_Bab-3_Metode-Penelitian.pdf | 15 |
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| 6. | 2022_TS_MMJ_122011910065_Bab-4_Analisis-dan-Pembahasan.pdf | 13 |
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| 7. | 2022_TS_MMJ_122011910065_Bab-5_Kesimpulan.pdf | 5 |
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| 8. | 2022_TS_MMJ_122011910065_Daftar-Pustaka.pdf | 5 | |
| 9. | 2022_TS_MMJ_122011910065_Lampiran.pdf | 20 |
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K Ketatnya persaingan di industri fashion, membuat para pelaku usaha harus lebih giat lagi dalam mengembangkan usahanya agar tetap bertahan. Bukan hanya dari koleksi yang lengkap, melainkan konsumen mulai memperhatikan beberapa aspek pelayanan yang diberikan, khususnya dalam manajemen menentukan strategi pemasaran dalam menciptakan kesan baik pada experience konsumen. Penelitian ini memiliki tujuan untuk mengetahui hubungan antara Sensory Brand Experience, Affective Brand Experience, Behavioral Brand Experience, Intellectual Brand Experience, Customer Engagement, dan Perceived Value terhadap Purchase Intention pada industri fashion di Indonesia. Penelitian ini menggunakan data primer yang diperoleh dengan cara menyebarkan kuesioner secara online menggunakan bantuan google form. Sampel penelitian ini terdiri dari 282 orang di Indonesia yang tertarik dengan fashion. Responden dari penelitian ini adalah konsumen yang melakukan pembelian salah satu brand fashion yang sama dalam 6 bulan terakhir, berada di kelompok usia milenial dan gen Z. Data dari penelitian ini yaitu data cross sectional dimana data yang didapat dalam tempo waktu yang telah ditetapkan. Analisis data untuk uji hipotesis menggunakan analisis Structural Equation Model (SEM). Hasil dari penelitian ini menjelaskan bahwa Sensory Brand Experience dan Intellectual Brand Experience berpengaruh positif terhadap Customer Engagement. Sedangkan untuk Affective Brand Experience dan Behavioral Brand Experience tidak berpengaruh positif terhadap Customer Engagement. Lalu, Customer Engagement tidak berpengaruh positif terhadap Purchase Intention, namun bila Perceived Value dilibatkan di antaranya, maka Customer Engagement memiliki pengaruh positif terhadap Purchase Intention. Beberapa saran lain untuk manajer juga dijelaskan dalam penelitian ini agar dapat meningkatkan niat membeli konsumen. Untuk penelitian selanjutnya disarankan menggunakan variabel berbeda seperti Social Media Marketing.
T The tight competition in the fashion industry makes business owners have to be even more active in developing their business in order to survive. Not only from a complete collection, but consumers are starting to pay attention to several aspects of the services provided, especially in the management of determining marketing strategies in creating a good impression on the consumer experience. This study aims to determine the relationship between Sensory Brand Experience, Affective Brand Experience, Behavioral Brand Experience, Intellectual Brand Experience, Customer Engagement, and Perceived Value on Purchase Intention in the fashion industry in Indonesia. This study uses primary data obtained by distributing online questionnaires using google form. The sample of this study consisted of 282 people in Indonesia who were interested in fashion. Respondents from this study were consumers who made purchases of the same fashion brand in the last 6 months, were in the millennial and Z generation age group. The data from this research is cross sectional data where the data is obtained in a predetermined time. Data analysis for hypothesis testing using Structural Equation Model (SEM) analysis. The results of this study explain that Sensory Brand Experience and Intellectual Brand Experience have a positive effect on Customer Engagement. While the Affective Brand Experience and Behavioral Brand Experience do not have a positive effect on Customer Engagement. Then Customer Engagement does not have a positive effect on Purchase Intention, but if Perceived Value is involved then Customer Engagement has a positive effect on Purchase Intention. Several other suggestions for managers are also described in this study in order to increase consumers' purchase intentions. For further research, it is recommended to use different variables such as Social Media Marketing.