Anteseden dan konsekuensi customer engagement
P Penelitian ini dilakukan untuk mengetahui pengaruh media sosial (review dan ratings, blog, banner advertisement, dan brand communication) terhadap customer satisfaction yang dimediasi oleh customer engagement. Data yang diperoleh dari hasil kuesioner yang disebarkan kepada 261 responden. Prosedur pengambilan sampel yang digunakan yaitu nonprobability sample dengan purposive sampling. Pengujian data dilakukan dengan mengunakan analisis Structural Equation Model (SEM). Hasil penelitian ini menunjukkan bahwa terdapat pengaruh positif customer engagement terhadap customer satisfaction.
T This study was conducted to determine the effect of social media (reviews and ratings, blogs, banner advertisements, and brand communication) on customer satisfaction mediated by customer engagement. Data obtained from the results of a questionnaire distributed to 261 respondents. The sampling procedure used was nonprobability sample with purposive sampling. Data testing was performed using the Structural Equation Model (SEM) analysis. The results of this study indicate that there is a positive influence on customer engagement on customer satisfaction.