Pengaruh Customer engagement Terhadap Brand loyalty Dengan Variabel Mediasi Brand attachment dan Customer trust (Studi Pada Pelanggan Agoda Indonesia)
Abstract
Dalam beberapa tahun terakhir, perkembangan teknologi digital telah membawa dampak signifikan terhadap berbagai industri, termasuk industri pariwisata. Kemudahan dalam mencari dan memesan tiket pesawat, hotel, serta paket wisata secara daring telah menarik banyak pengguna untuk beralih ke Platform digital. Di tengah pertumbuhan ini, loyalitas merek menjadi salah satu kunci keberhasilan Platform digital seperti Agoda dalam mempertahankan pangsa pasar yang kompetitif. Penelitian ini menggunakan metode kuantitatif untuk mencapai tujuan tersebut. Teknik pengambilan sampel secara non-probability sampling dengan memakai metode purposive sampling. Sampel yang digunakan sebanyak 291 responden dengan kriteria pelanggan Agoda di Indonesia yang pernah melakukan transaksi. Kemudian, pengguna Instagram yang mengikuti akun media sosial Instagram @agodaindonesia serta pernah berinteraksi dengan akun tersebut baik menyukai, memberi komentar, ataupun membagikan postingan yang ada pada akun Instagram @agodaindonesia minimal selama 3 bulan terakhir. Pengumpulan data dilakukan melalui kuesioner online melalui Google Form. Adapun teknik analisis data yang dilakukan yakni dengan Structural Equation Modeling (SEM) yang diproses menggunakan SmartPLS. Meskipun customer engagement secara mandiri juga berdampak positif dan signifikan terhadap brand loyalty, dampaknya akan jauh lebih kuat jika didukung oleh ikatan emosional yang mendalam. Kata Kunci: Teknologi digital, pariwisata, pelanggan, loyalitas merek
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