Pengaruh Multidimensi Customer Equity Terhadap Behavioral Loyalty Pada Pelanggan Aplikasi Mobile Food Delivery
DOI:
10.47709/jebma.v3i3.2803Dimension Badge Record
Abstract
Penelitian bertujuan untuk menguji pengaruh multidimensional customer equity terhadap behavioral loyalty yang dimediasi oleh attitudinal loyalty pada pelanggan aplikasi mobile food delivery. Dengan penyebaran kuesioner kepada 180 responden, pengambilan sampel menggunakan non-probability sampling dan purposive sampling. Analisis data menggunakan teknik structural equation model (SEM), SPSS serta software AMOS22. Hasil menampilkan variabel value equity tidak terdapat pengaruh signifikan terhadap attitudinal loyalty. Variabel brand equity, relationship equity berpengaruh positif dan signifikan terhadap attitudinal loyaty. Kemudian attitudinal loyalty berpengaruh positif terhadap behavioral loyaty. Variabel value equity tidak terdapat pengaruh signifikan terhadap behavioral loyalty yang dimediasi oleh attitudinal loyalty dan brand equity, relationship equity berpengaruh positif terhadap behavioral loyaty yang dimediasi oleh attitudinal loyalty. Penelitian selanjutnya dapat memperluas penelitian di industri lain serta dapat menambahkan variabel baru.
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Accepted Date: 2023-09-01
Published Date: 2023-10-03
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