Update Artikelilmiah: 35148

MELIA INDRIANI

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Abstrak (Bhs. Indonesia)

Penelitian ini bertujuan untuk menganalisis pengaruh dari Customer engagement terhadap Brand Loyalty dengan variabel mediasi Brand Attachment dan Customer Trust pada mahasiswa FEB Unsoed pengguna aplikasi Tiket.com. Responden dalam penelitian ini adalah mahasiswa Fakultas Ekonomi dan Bisnis Universitas Jenderal Soedirman yang pernah melakukan pembelian melalui aplikasi Tiket.com. Penelitian ini menggunakan 135 sampel. Metode penelitian ini menggunakan penelitian kuantitatif dengan teknik pengambilan proportional random sampling. Berdasarkan hasil penelitian dan analisis data menggunakan SEM (Structural Equation Modelling) yang kemudian divalidasi secara empiris menggunakan pemrograman AMOS (Analysis Moment of Structural), menunjukkan bahwa : (1) Customer Engagement berpengaruh secara positif dan signifikan terhadap Brand Loyalty. (2) Customer Engagement berpengaruh secara positif dan signifikan terhadap Brand Attachment. (3) Customer Engagement berpengaruh secara positif dan signifikan terhadap Customer Trust. (4) Brand Attachment berpengaruh secara positif dan signifikan terhadap Brand Loyalty. (5) Customer Trust berpengaruh secara positif dan signifikan terhadap Brand Loyalty. (6) Brand Attachment berpengaruh secara positif dan signifikan terhadap Customer Trust. (7) Brand Attachment dapat memediasi Customer Engagement terhadap Brand Loyalty secara signifikan. (8) Customer Trust dapat memediasi Customer Engagement terhadap Brand Loyalty secara signifikan. Berdasarkan hasil penelitian dapat disimpulkan bahwa customer engagement berpengaruh terhadap brand loyalty melalui variabel mediasi brand attachment dan customer trust.

Abtrak (Bhs. Inggris)

This study aims to analyze the effect of Customer engagement on Brand Loyalty with mediating variables Brand Attachment and Customer Trust on FEB Unsoed students who use the Tiket.com application. Respondents in this study were students of the Faculty of Economics and Business at Jenderal Sudirman University who had made purchases through the Tiket.com application. This study used 135 samples. This research method uses quantitative research with proportional random sampling technique. Based on the results of research and data analysis using SEM (Structural Equation Modeling) which was then validated empirically using AMOS (Analysis Moment of Structural) programming, it shows that: (1) Customer Engagement has a positive and significant effect on Brand Loyalty. (2) Customer Engagement has a positive and significant effect on Brand Attachment. (3) Customer Engagement has a positive and significant effect on Customer Trust. (4) Brand Attachment has a positive and significant effect on Brand Loyalty. (5) Customer Trust has a positive and significant effect on Brand Loyalty. (6) Brand Attachment has a positive and significant effect on Customer Trust. (7) Brand Attachment can significantly mediate Customer Engagement towards Brand Loyalty. (8) Customer Trust can significantly mediate Customer Engagement on Brand Loyalty. Based on the results of the study, it can be concluded that customer engagement has an effect on brand loyalty through the mediating variables of brand attachment and customer trust.

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