Pengaruh customer engagement pada mobile application terhadap brand loyalty studi pada nike running application = The influence of customer engagement in the mobile application toward brand loyalty study to nike running application / Tama Ulita Situmorang
Situmorang, Tama Ulita;
Fatimah Muchtar, supervisor; Heri Faturrahman, examiner; Effy Zalfiana Rusfian, examiner; Wahyu Mahendra, examiner
([Publisher not identified]
, 2015)
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ABSTRAK Customer engagement merupakan sebuah keadaan dimana level fisik, kognitif,dan emosional customer muncul karena hubungannya dengan suatu organisasiatau perusahaan. Customer engagement dapat terbentuk dari faktor brandrelationship terkait seperti komitmen, kepuasan dan kepercayaan. Penelitian inibertujuan untuk mengetahui pengaruh customer engagement yang dilakukan olehNike pada Nike Running Application terhadap brand loyalty pada sepatu Nike. Disamping itu penelitian ini juga bertujuan untuk mengukur masing-masing dimensidari customer engagement seperti cognitive, emotional, behavioral (participation)terhadap brand loyalty. Penelitian ini menggunakan pendekatan kuantitatif denganmenyebarkan kuesioner kepada 100 mahasiswa FISIP UI. Analisis yangdigunakan pada penelitian ini yaitu dengan regresi linier sederhana. Hasilpenelitian ini menunjukan terdapat pengaruh antara customer engagement danbrand loyalty dan penelitian ini juga menunjukan bahwa pada masing-masingdimensi variabel customer engagement seperti cognitive, dan behavioral(participation) tidak memiliki pengaruh nyata (signifikan) terhadap brand loyalty,sedangkan dimensi emotional memiliki pengaruh terhadap brand loyalty. ABSTRACT Customer engagement is a situation where physical, cognitive, and emotionallevel of customers appear as the result of their relationship with an organisation orcompany. Customer engagement could be formed from related brand relationshipfactors such as commitment, satisfaction, and trust. The purpose of this research isto understand the influence of customer engagement through Nike RunningApplication to the brand loyalty toward Nike's shoes. Moreover, this research alsoto measure each dimension of customer engagement such as cognitive, emotional,behavioral (participation) toward brand loyalty. This research is using quantitativeapproach by giving questionnaire to 100 university student of FISIP UI . Theanalysis used in this research is simple linear regression. The result of thisresearch shows there is a relationship between customer engagement and brandloyalty. The result showed that in every dimension variable of customerengagement such as cognitive and behavioral (participation) doesn?t havesignificant influence toward brand loyalty, while emotional dimension hasinfluence toward brand loyalty. |
 S61012-tama ulita situmorang .pdf :: Unduh |
| No. Panggil : | S61012 |
| Entri utama-Nama orang : | |
| Entri tambahan-Nama orang : | |
| Entri tambahan-Nama badan : | |
| Subjek : | |
| Penerbitan : | [Place of publication not identified]: [Publisher not identified], 2015 |
| Program Studi : |
| Bahasa : | ind |
| Sumber Pengatalogan : | LibUI ind rda |
| Tipe Konten : | text |
| Tipe Media : | unmediated ; computer |
| Tipe Carrier : | volume ; online resource |
| Deskripsi Fisik : | xiv, 88 pages : illustration ; 29 cm + appendix |
| Naskah Ringkas : | |
| Lembaga Pemilik : | Universitas Indonesia |
| Lokasi : | Perpustakaan Lantai 3 |
| No. Panggil | No. Barkod | Ketersediaan |
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| S61012 | TERSEDIA |
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| Tidak ada ulasan pada koleksi ini: 20413804 |
