ANALISA LOYALITAS GENERASI Z TERHADAP PILIHAN SKINCARE
DOI:
https://doi.org/10.32815/jibeka.v17i2.1390Keywords:
Brand Loyalty, Brand Attitude, Brand Attachment, Brand Satisfaction, Customer Engagement, Customer TrustAbstract
Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh brand satisfaction dan customer engagement terhadap brand loyalty melalui brand attitude, brand attachment dan customer trust. Metode yang digunakan selama pengumpulan sampel menggunakan metode quota sampling melalui pendekatan kuantitatif terhadap generasi Z di kota Batam khususnya yang berusia 15-25 tahun. Dalam penilitian ini menggunakan 412 data dengan pengujian hipotesis menggunakan SEM PLS. Hasil penelitian ini menunjukkan bahwa brand satisfaction tidak berpengaruh signifikan terhadap brand loyalty, customer engagement berpengaruh signifikan positif terhadap brand loyalty, brand attachment berpengaruh signifikan positif terhadap brand loyalty, brand attitude berpengaruh signifikan positif terhadap brand loyalty, dan customer trust tidak berpengaruh signifikan terhadap brand loyalty.
Kata Kunci: Brand loyalty, Brand satisfaction, Customer engagement, Customer trust, Brand attachment
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