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.


File Repositori
No. Nama File Ukuran (KB) Status
1. 2020_TA-MJ_022151132_Halaman-Judul.pdf 1049.73
2. 2020_TA-MJ_022151132_Bab-1.pdf 622.21
3. 2020_TA-MJ_022151132_Bab-2.pdf 733.82
4. 2020_TA-MJ_022151132_Bab-3.pdf 1161.57
5. 2020_TA-MJ_022151132_Bab-4.pdf 870.6
6. 2020_TA-MJ_022151132_Bab-5.pdf 523.81
7. 2020_TA-MJ_022151132_Daftar-Pustaka.pdf 621.16
8. 2020_TA-MJ_022151132_Lampiran.pdf 3078.84

P Penelitian 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 This 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.

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