Anteseden dan konsekuensi dari customer commitment
pada customer sepatu Nike
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Institusion
Universitas Pelita Harapan
Author
Chuatan, Billy Macklin
Anwar, Elizabeth Cyntia
Wijaya, Prajna
Anwar, Elizabeth Cyntia
Wijaya, Prajna
Subject
HD28 Management. Industrial Management
Datestamp
2021-08-13 04:51:50
Abstract :
Penelitian ini bertujuan untuk menginvestigasi pengaruh consumer engagement,kepuasan, kepercayaan terhadap komitmen dan pengaruh consumer engagement,kepuasaan, kepercayaan dan komitmen terhadap loyalitas pelanggan Nike. Total sampel yang diambil sebanyak 200 responden dengan 160 yang menggunakan sepatu Nike di Jakarta dan Tangerang. Pengumpulan data menggunakan Google Forms dan penyebaran kuesioner aktual. Data diolah dan dianalisis menggunakan PLS-SEM. Penelitian ini memiliki 2 signifikan hipotesis negatif dan 8 signifikan hipotesis positif. Hasil penelitian menyatakan consumer engagement tidak memiliki pengaruh positif terhadap customer loyalty dan customer trust. Hasil penelitian ini dapat digunakan sebagai acuan dan saran bagi fashion retail di Indonesia yang baru akan melakukan consumer engagement, maupun yang sudah menerapkan engagement./This study aims to investigate the effect of consumer engagement, satisfaction, trust in commitment and influence of consumer engagement, satisfaction, trust and commitment to Nike?s customer loyalty. The total samples taken were 200 respondents from Jakarta and Tangerang with 160 of the consumers are wearing Nike?s sneakers. The data was collected using Google Forms and distributing actual questionnaires. The data was also processed and analyzed using PLS-SEM. This study has 2 significant negative hypotheses and 8 significant positive hypotheses. Research result states that consumer engagement has no positive influence on customer loyalty and customer trust. The results of this study can be used as a reference and suggestion for fashion retailers in Indonesia who are just about to engage in consumer engagement, as well as those who have already implemented engagement.
Penelitian ini bertujuan untuk menginvestigasi pengaruh consumer engagement,kepuasan, kepercayaan terhadap komitmen dan pengaruh consumer engagement,kepuasaan, kepercayaan dan komitmen terhadap loyalitas pelanggan Nike. Total sampel yang diambil sebanyak 200 responden dengan 160 yang menggunakan sepatu Nike di Jakarta dan Tangerang. Pengumpulan data menggunakan Google Forms dan penyebaran kuesioner aktual. Data diolah dan dianalisis menggunakan PLS-SEM. Penelitian ini memiliki 2 signifikan hipotesis negatif dan 8 signifikan hipotesis positif. Hasil penelitian menyatakan consumer engagement tidak memiliki pengaruh positif terhadap customer loyalty dan customer trust. Hasil penelitian ini dapat digunakan sebagai acuan dan saran bagi fashion retail di Indonesia yang baru akan melakukan consumer engagement, maupun yang sudah menerapkan engagement./This study aims to investigate the effect of consumer engagement, satisfaction, trust in commitment and influence of consumer engagement, satisfaction, trust and commitment to Nike?s customer loyalty. The total samples taken were 200 respondents from Jakarta and Tangerang with 160 of the consumers are wearing Nike?s sneakers. The data was collected using Google Forms and distributing actual questionnaires. The data was also processed and analyzed using PLS-SEM. This study has 2 significant negative hypotheses and 8 significant positive hypotheses. Research result states that consumer engagement has no positive influence on customer loyalty and customer trust. The results of this study can be used as a reference and suggestion for fashion retailers in Indonesia who are just about to engage in consumer engagement, as well as those who have already implemented engagement.
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