Andika, Mokhammad Sindi (2021) Pengaruh Partisipasi Pelanggan terhadap Loyalitas Pelanggan yang Dimediasi oleh Keterikatan Merek Pelanggan Blibli.com di Instagram. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
This study aims to determine the effect of customer participation, customer brand involvement and Blibli.com customer brand loyalty on Instagram in the East Java region of Indonesia. The sampling technique used in this study is convenience sampling. The data collection technique used an online questionnaire by distributing 130 samples in the East Java region of Indonesia. The hypotheses of this research are: (1) Customer Participation has a significant positive effect on Blibli.com Customer Brand Loyalty on Instagram (2) Customer Participation has a significant positive effect on Blibli.com Customer Brand Engagement on Instagram. (3) Customer Brand Engagement has a significant effect on Blibli.com customer brand loyalty on Instagram. (4) Customer Participation affects customer brand Loyalty by being mediated by Blibli.com Customer Brand Engagement on Instagram. The results of this study are brand involvement has a significant effect on brand loyalty, and customer participation also has a significant effect on customer brand involvement. The data analysis technique in this study used descriptive analysis and statistical analysis using Partial Least Square with Structural Equation Modeling.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | MOKHAMMAD SINDI ANDIKA |
| Date Deposited: | 15 Dec 2021 04:11 |
| Last Modified: | 15 Dec 2021 04:11 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/8507 |
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