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

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

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

Ketersediaan

Call NumberLocationAvailable
12789PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia.,
Edisi -
Subjek Brand loyalty
Customer engagement
Brand Attachment
Covid
19
Online Travel Agent
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xiii, 115 p. ; diagr. ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
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