PENGARUH CUSTOMER ENGAGEMENT TERHADAP BRAND LOYALTY DENGAN BRAND ATTACHMENT DAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING
DOI:
https://doi.org/10.22437/jmk.v13i04.33270Abstract
Transformasi digital menciptakan peluang bisnis bagi para pemasar yang secara aktif menyediakan cara-cara penting untuk menghubungkan merek dan pelanggan. Loyalitas adalah kunci untuk mempertahankan hubungan jangka panjang antara pelanggan dan merek. Keterlibatan pelanggan, keterikatan pada merek, dan kepercayaan pelanggan adalah faktor-faktor yang membangun loyalitas merek. Namun, penelitian yang mempelajari variabel-variabel tersebut secara menyeluruh belum banyak dilakukan di Indonesia. Oleh sebab itu, tujuan dari penelitian ini untuk mengeksplorasi bagaimana customer engagement berpengaruh terhadap brand loyalty dengan brand attachment dan customer trust sebagai variabel intervening. Penelitian ini merupakan penelitian kuantitatif yang bersifat asosiatif kausal, dengan menggunakan teknik purposive sampling melalui kuesioner dengan sampel sebanyak 165 responden. Analisis data penelitian ini menggunakan program SPSS versi 26. Hasil penelitian ini menunjukkan bahwa customer engagement, brand attachment, dan customer trust berpengaruh positif dan signifikan terhadap brand loyalty. Keterikatan merek dan kepercayaan pelanggan secara parsial memediasi hubungan antara keterlibatan pelanggan dan loyalitas merek.
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