Wulansari, Widya Mei (2021) Pengaruh Pengalaman Merek dan Partisipasi Pelanggan terhadap Loyalitas Merek dengan Mediasi Keterikatan Merek Pelanggan Tokopedia di Facebook. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
This study aims to determine the effect of customer participation, brand experience, customer brand involvement and Tokopedia brand loyalty to Facebook in the East Java region of Indonesia. The sampling technique used in this study was convenience sampling. The data collection technique uses an online questionnaire by distributing 130 samples in the East Java region of Indonesia. The hypothesis of this study is : (1) Brand Experience has a significant positive effect on Tokopedia Customer Brand Engagement on Facebook. (2) Customer Participation has a significant positive effect on Tokopedia Customer Brand Engagement on Facebook. (3) Customer Brand Engagement has a significant positive effect on Brand Loyalty of Tokopedia's customers on Facebook (4) Customer Participation has a significant positive effect on Brand Loyalty by mediating the Tokopedia Customer Brand Engagement on Facebook (5) Brand Experience has a significant positive effect on Brand Loyalty by mediating Brand Engagement with Tokopedia customers on Facebook. The results of this study are brand engagement has a significant effect on brand loyalty, and customer participation, brand experience also has a significant effect on customer brand engagement. 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: | WIDYA MEI WULANSARI |
| Date Deposited: | 16 Dec 2021 08:53 |
| Last Modified: | 16 Dec 2021 08:53 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/8508 |
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