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Oleh : Derry Ferdinand

Info Katalog

File Jurnal : 00000000000000098083.pdf

Nomor Panggil : 2019_TA_MJ_022151046

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Ina Oktaviana Matusin

Subyek : Marketing management;Marketing - Customer loyalty

Kata Kunci : engagement, interactivity, online trust, customer loyalty


File Repositori
No. Nama File Ukuran (KB) Status
1. 2019_TA_MJ_022151046_Halaman-Judul.pdf 877.31
2. 2019_TA_MJ_022151046_Bab-1.pdf 586.91
3. 2019_TA_MJ_022151046_Bab-2.pdf 694.87
4. 2019_TA_MJ_022151046_Bab-3.pdf 972.51
5. 2019_TA_MJ_022151046_Bab-4.pdf 855.37
6. 2019_TA_MJ_022151046_Bab-5.pdf 498.82
7. 2019_TA_MJ_022151046_Daftar-Pustaka.pdf 650.56
8. 2019_TA_MJ_022151046_Lampiran.pdf 2719.33

P Penelitian ini bertujuan untuk menguji pengaruh variabel Engagement terhadap Interactivity, Customer loyalty, Online trust, Interactivity terhadap Online trust, Customer loyalty, Online trust terhadap Customer loyalty, Interactivity memediasi pengaruh Engagement terhadap Customer loyalty, Interactitivity memediasi pengaruh Engagement terhadap Online trust, Online trust memediasi pengaruh Engagement terhadap Customer loyalty, Onlie trust memediasi pengaruh Interactivity terhadap Customer loyalty. Variabel yang digunakan antara lain: Engagement, Interactivity, Online trust, Customer loyalty. Data penelitian ini diperoleh dengan menyebarkan kuesioner kepada 190 responden sebagai nasabah bank BCA yang memiliki dan aktif menggunakan akun Facebook dan Twitter serta memfollow Facebook dan Twitter bank bank BCA minimal dua kali dalam satu tahun terakhir. Teknik pengambilan sample yang digunakan adalah Purposive sampling. Alat analisis yang digunakan dalam penelitian ini adalah SEM. Hasil pengujian hipotesis menunjukan bahwa Engagement memiliki pengaruh positif terhadap Interactivity, Online trust, Customer loyalty, Interactivity memiliki pengaruh positif terhadap Online trust, Customer loyalty, Online trust memiliki pengaruh positif terhadap Customer loyalty, Interactivity memediasi pengaruh Engagement terhadap Online trust, Interactivity memediasi pengaruh Engagement terhadap Customer loyalty, Online trust memediasi pengaruh Engagement terhadap Customer loyalty, Online trust memediasi pengaruh Engagement terhadap Online trust.

T This study aims to examine the effect of Engagement variables on Interactivity, Customer loyalty, Online trust, Interactivity on Online trust, Customer loyalty, Online trust on Customer loyalty, Interactivity mediates the influence of Engagement on Customer loyalty, Interactitivity mediates the influence of Engagement on Online trust, Online trust mediates the influence of Engagement on Customer loyalty, Onlie trust mediates the effect of Interactivity on Customer loyalty. Variables used include: Engagement, Interactivity, Online trust, Customer loyalty. The data of this study were obtained by distributing questionnaires to 190 respondents as BCA bank customers who have and actively use Facebook and Twitter accounts and to follow Facebook and Twitter banks of BCA banks at least twice in the past year. The sampling technique used is purposive sampling. The analytical tool used in this study is SEM. Hypothesis testing results show that Engagement has a positive influence on Interactivity, Online trust, Customer loyalty, Interactivity has a positive influence on Online trust, Customer loyalty, Online trust has a positive influence on Customer loyalty, Interactivity mediates the influence of Engagement on Online trust, Interactivity mediates the influence of Engagement on Customer loyalty, Online trust mediates the influence of Engagement on Customer loyalty, Online trust mediates the influence of Engagement on Online trust.

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