Analisis Pengaruh Customer Engagement dengan Mediasi Brand Attachment dan Customer Trust terhadap Brand Loyalty pada aplikasi OTA Semasa Covid-19 (Studi Kasus Traveloka)

Deskripsi

The COVID-19 pandemic has massively affected the tourism sector worldwide and the players within that sector, particularly online travel agent companies. This quantitative research is conducted in order to understand the impact of customer engagement on brand loyalty using a case study of the Traveloka OTA during COVID-19. Existing literature also finds that this impact is mediated through brand attachment and consumer trust. Using a sample of Traveloka users that have visited the Traveloka application at least twice during the pandemic, this research utilizes the Structural Equation Modelling (SEM) methodology to arrive to the conclusion that there is no significant direct relationship between customer engagement and brand loyalty for Traveloka during COVID-19. The research finds that the relationship is positive yet indirect, and is mediated by brand attachment and consumer trust, in concurrence with the extant literature. This research finds that the impact of customer engagement on brand loyalty is mediated by brand attachment and customer trust.Ada Tabel