Putri, Nabila Adissa (2023) Analisis Hubungan Antara Keterlibatan Kosumen, Sikap Pelanggan dan Keterlibatan Merek Pelanggan Pada Starbucks di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
Customer brand involvement is a different concept but related to marketing constructs (Hollebeek, 2011). The involvement of the customer brand is defined as an intermediary in order to build a deep and meaningful relationship between the company and the customer. Consumer engagement is a positive effect for cognitive processing, this research previously confirmed on the positive impact of consumer engagement on affectivity. Engagement is when people see a lot of relevance between a brand and their needs, values and interests, thereforebeing highly engaged in a brand is this involvement representing a brand. important or interesting to a person therefore, when a person is even slightly involved, they are unlikely to attract any more attention from that person, and there will be little room for meaningful reactions to occur. Customer attitude is the relationship between activation (behavior) and product quality has been supported in the literature. For example, Lassoued and Hobbs (2015) confirmed a positive relationship between consumer experiences and positive qualities. then after looking for variables then processing the data using Smart PLS 7.0. The results of this study indicate that the influence of personal values has a significant positive effect on all the variables that are already there. Keyword : Consumer Engagement, Brand Engagement, Customer Attitude and Customer Engagement.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 600 - 609 TECHNOLOGY 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS |
| Divisions: | Bachelor of Management |
| Depositing User: | NABILA ADISSA PUTRI |
| Date Deposited: | 11 Dec 2023 07:05 |
| Last Modified: | 11 Dec 2023 07:05 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/11673 |
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