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Analisis Loyalitas Terhadap Penyedia Layanan Telekomunikasi Dengan Peran Mendasar Consumer Brand Engagement (Studi kasus: Pengguna Provider By.U)
The telecommunications service industry, until now, expected its consumers to continue to use their products. Because loyal consumers are very important for companies, this study shows that an engaged consumer shows greater brand loyalty. Despite its significance, consumer brand engagement remains a concept that needs to be investigated further. This study aims to examine consumer brand engagement as a high-level construct consisting of three formative dimensions, namely, cognitive processing, affection, and activation. This study used a non-probability purposive sampling method and data was obtained from 234 consumer respondents of By.U, which is the first digital provider in Indonesia. The data was then analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) technique. The findings in this study show that communication effectiveness and core service quality are important factors that explain consumer brand engagement. Furthermore, it was found that consumer brand engagement encourages consumer satisfaction, which then leads to brand loyalty to related telecommunication service providers. Therefore, By.U needs to achieve brand loyalty and consumer satisfaction by ensuring that its consumers feel comfortable, inspired, and excited about interacting with By.U..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13784 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI 2022 |
|---|---|
| Edisi | - |
| Subjek | Consumer satisfaction Brand loyalty Consumer Brand Engagement |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xv, 146 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |