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UEU » Master Theses » Magister Manajemen
Posted by [email protected] at 15/10/2020 12:04:59  •  687 Views


ANTESEDEN DARI CUSTOMER BRAND ENGAGEMENT YANG MEMPENGARUHI KEPUASAN, KEPERCAYAAN, DAN KOMITMEN PELANGGAN YANG MEMBENTUK LOYALITAS SERTA WORD OF MOUTH

Created by :
UNIK DWI LESTARI ( 20180103233 )



SubjectMANAJEMEN LAYANAN
PROMOSI
Alt. Subject SERVICE MANAGEMENT
PROMOTION
KeywordCUSTOMER INVOLVEMENT
CUSTOMER LOYALTY
WORD OF MOUTH

Description:

Tujuan penelitian adalah untuk mengeksplorasi pengaruh customer involvement, customer participation, customer interactivity dan customer flow experience terhadap customer brand engagement (CBE) yang kemudian membangun customer trust, customer commitment, customer satisfaction sehingga timbullah customer loyalty yang ditunjukkan melalui word of mouth (WOM) pada media sosial Instagram. Selain itu juga tentang pengaruh customer involvement terhadap customer flow experience dan juga terhadap customer cumulative satisfaction. Hal ini merupakan pengembangan dari yang dilakukan sebelumnya pada media sosial Facebook, yaitu dengan menggunakan media sosial Instagram di Indonesia untuk merek produk Zara, Nike, H&M, Adidas, Gucci, Apple, Buccheri, Uniqlo, Rolex, Executive dan merek lainnya. Survei menggunakan metode purpose sampling pada pelanggan yang aktif di akun Instagram. Untuk analisa menggunakan analisis faktor serta pemodelan persamaan struktural (SEM) Lisrel. Temuan dari studi ini adalah customer involvement dan customer flow experience merupakan driver utama CBE yang menghasilkan customer WOM referrals, customer trust, dan customer commitment mengakibatkan customer loyalty. Sedangkan customer participation dan customer interaktivity terbukti tidak meningkatkan CBE demikian juga customer satisfaction tidak mempengaruhi customer loyalty yang menghasilkan customer WOM referrals.

Contributor:
  1. Dr. Tantri Yanuar R.S., SE., MSM
Date Create:15/10/2020
Type:Text
Format:PDF
Language:Indonesian
Identifier:UEU-Master-20180103233
Collection ID:20180103233


Source :
Master Theses of Management

Relation Collection:
Fakultas Ekonomi dan Bisnis

Coverage :
Civitas Akademika Universitas Esa Unggul

Rights :
@perpustakaan Universitas Esa Unggul 2020


Publication URL :
https://digilib.esaunggul.ac.id/anteseden-dari-customer-brand-engagementyang-mempengaruhi-kepuasan-kepercayaandan-komitmen-pelanggan-yang-membentukloyalitas-serta-word-of-mouth-17029.html




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CUSTOMER , CUSTOMER INVOLVEMENT , CUSTOMER LOYALTY , INVOLVEMENT , LOYALTY , MOUTH , OF , WORD , WORD OF MOUTH



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