NOVITASARY, ADINDA (2023) PERAN CUSTOMER ENGAGEMENT DALAM MEMODERASI PENGARUH CUSTOMER EXPERIENCE DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY (Studi Pada Pelanggan Kartu Prabayar Telkomsel di Kota Cilegon). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the effect of customers experience, brand image on customers loyalty moderated by customers engagement. This study uses a quantitative method with a descriptive approach. This study collected data based on questionnaires, literature studies and observations. The population in this study were residents of the city of Cilegon aged 18-30 years and a sample of 160 respondents was taken using purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 3.0 analysis tool. The results of this study indicate that customers experience has a significant positive effect on customers loyalty with t-count 2.180 > t-table 1.96 and a significance level of 0.030 <0.05, brand image has a significant positive effect on customers loyalty with t-count 3.863 > t-table 1.96 and a significance level of 0.000 <0.05, customers engagement has a significant positive effect on customers loyalty with the results of t-count 2.132 > t-table 1.96 and a significance level of 0.034 <0.05, customers experience on customers loyalty moderated by customers engagement has no significant negative effect with t-count results 0.319 < t-table 1.96 and a significance level of 0.750 > 0.05, brand image on customers loyalty moderated by customers engagement has an insignificant positive effect with tcount results 0.515 < t-table 1.96 and a significance level of 0.607 > 0.05.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui Pengaruh Pengalaman Konsumen, Brand Image terhadap Loyalitas Konsumen yang dimoderasi oleh Keterlibatan Konsumen. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner, studi kepustakaan serta observasi. Populasi dalam penelitian ini adalah warga kota Cilegon berusia 18-30 tahun dan sampel sebanyak 160 responden dengan penarikan purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 3.0. Hasil penelitian ini menunjukkan bahwa pengalaman konsumen berpengaruh positif signifikan terhadap loyalitas konsumen dengan hasil t-hitung 2,180 > t-tabel 1,96 dan tingkat signifikansi 0,030 < 0,05, citra merek berpengaruh positif signifikan terhadap loyalitas konsumen dengan hasil t-hitung 3,863 > t-tabel 1,96 dan tingkat signifikansi 0,000 < 0,05, keterlibatan konsumen berpengaruh positif signifikan terhadap loyalitas konsumen dengan hasil t-hitung 2,132 > t-tabel 1,96 dan tingkat signifikansi 0,034 < 0,05, pengalaman konsumen terhadap loyalitas konsumen yang dimoderasi oleh keterlibatan konsumen berpengaruh negatif tidak signifikan dengan hasil t-hitung 0,319 < t-tabel 1,96 dan tingkat signifikansi 0,750 > 0,05, citra merek terhadap loyalitas konsumen yang dimoderasi oleh keterlibatan konsumen berpengaruh positif tidak signifikan dengan hasil t-hitung 0,515 < t-tabel 1,96 dan tingkat signifikansi 0,607 > 0,05. | |||||||||
| Uncontrolled Keywords: | Customers Experience, Brand Image, Customers Engagement, Customers Loyalty. Pengalaman Konsumen, Citra Merek, Keterlibatan Konsumen, Loyalitas Konsumen. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Mrs Adinda Novitasary | |||||||||
| Date Deposited: | 22 Aug 2023 15:54 | |||||||||
| Last Modified: | 13 Oct 2023 09:37 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/28572 |
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