Pengaruh Omnichannel Integration Quality Terhadap Customer Loyalty: Peran Customer Engagement Sebagai Variabel Intervening
Abstract
Penelitian ini berhubungan dengan konsep omnichannel integration quality dan customer engagement serta customer loyalty. Penelitian ini bertujuan untuk menguji pengaruh omnichannel integration quality terhadap customer loyalty dimediasi customer engagement pada konsumen Exsport Bags Indonesia. Penelitian ini menggunakan metode kuantitatif dengan pendekatan explanatory survey. Populasi penelitian ini adalah semua pengguna brand Exsport Bags Indonesia dengan sampel sebanyak 120 responden. Teknik pengambilan sampel incidental-purposive sampling. Teknik analisis yang digunakan yaitu teknik analisis Analisis SEM-PLS menggunakan software SmartPLS. Teknik pengumpulan data pada penelitian ini menggunakan angket/kuesioner. Berdasarkan hasil penelitian dapat disimpulkan bahwa 1) omnichannel integration quality berpengaruh positif dan signifikan terhadap customer engagement pelanggan Eksport Bags Indonesia, 2) omnichannel integration quality tidak berpengaruh secara langsung terhadap customer loyalty pelanggan Eksport Bags Indonesia, dan 3) customer engagement memediasi hubungan antara omnichannel integration quality terhadap customer loyalty, dimana omnichannel integration quality berefek pada customer loyalty melalui peningkatan customer engagement.
Keywords
References
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DOI: https://doi.org/10.17509/jimb.v15i1.82632
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