Ekspektasi Pelanggan Media Sosial: Brand Engagement dalam Mempertahankan Customer Loyalty

Rozana Adzimaturrahmah, Lili Adi Wibowo, Lisnawati Lisnawati

Abstract


Tujuan dari penelitian ini adalah untuk mengetahui pengaruh brand engagement terhadap customer loyalty pada pengguna media sosial di Indonesia. Penelitian ini menggunakan pendekatan verifikatif dengan teknik analisis jalur, sampel yang digunakan sebanyak 106 responden. Hasil menunjukkan dari 5 dimensi brand engagement terdapat 3 dimensi berpengaruh terhadap customer loyalty yaitu curation, collaboration, interaction dan terdapat 2 dimensi tidak berpengaruh terhadap customer loyalty yaitu consumption, creation

Keywords


Brand engagement; Customer Loyalty; Social Media

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References


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DOI: https://doi.org/10.17509/jbme.v4i2.16777

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