Pengaruh Multidimensi Customer Equity Terhadap Behavioral Loyalty Pada Pelanggan Aplikasi Mobile Food Delivery
DOI:
10.47709/jebma.v3i3.2803Dimension Badge Record
Abstrak
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.
Abstrak viewed = 173 times
Referensi
(Sandy) Zhang, S., Van Doorn, J., & Leeflang, P. S. H. (2014). Does the importance of value, brand and relationship equity for customer loyalty differ between Eastern and Western cultures? International Business Review, 23(1). https://doi.org/10.1016/j.ibusrev.2013.05.002
Aggarwal, R., & Mittal, S. (2022). Impact of Social Media Marketing Activities on Purchase Intentions via Customer Equity Drivers. International Journal of Online Marketing, 12(1). https://doi.org/10.4018/ijom.299402
Baniya, R. (2017). Components of Celebrity Endorsement Affecting Brand Loyalty of Nepali Customers. Journal of Business and Management Research, 2(1–2). https://doi.org/10.3126/jbmr.v2i1-2.18151
Bilgihan, A., Madanoglu, M., & Ricci, P. (2016). Service attributes as drivers of behavioral loyalty in casinos: The mediating effect of attitudinal loyalty. Journal of Retailing and Consumer Services, 31. https://doi.org/10.1016/j.jretconser.2016.03.001
Borirakcharoenkit, P., Sukhabot, S., & Rinthaisong, I. (2021). Risk Tolerance as a Moderator on the Relationship between Customer Equity and Behavioral Loyalty of Securities Investors. Journal of Management Sciences, 8(2). https://doi.org/10.20547/jms.2014.2108202
Cheng San, A. N., & Yee, C. J. (2012). Behavioral Loyalty and Attitudinal Loyalty: Malaysian’s Intention on Counterfeit Clothing and Footwear. Journal of Public Administration and Governance, 2(1). https://doi.org/10.5296/jpag.v2i1.1350
Cho, I., & Jang, Y. S. (2017). Cultural difference of customer equity drivers on customer loyalty: A cross-national comparison between South Korea and United States. Quality Innovation Prosperity, 21(2). https://doi.org/10.12776/qip.v21i2.881
Choi, J. C. (2020). User Familiarity and Satisfaction With Food Delivery Mobile Apps. SAGE Open, 10(4). https://doi.org/10.1177/2158244020970563
Cuong, P. H., Nguyen, O. D. Y., Ngo, L. V., & Nguyen, N. P. (2020). Not all experiential consumers are created equals: the interplay of customer equity drivers on brand loyalty. European Journal of Marketing, 54(9), 2257–2286. https://doi.org/10.1108/EJM-04-2018-0228
Hermawan, A. (2013). Penelitian bisnis?: pendekatan kuantitatif, kualitatif, dan metode campuran. In Journal of Chemical Information and Modeling (Vol. 53).
Ho, M. H. W., & Chung, H. F. L. (2020). Customer engagement, customer equity and repurchase intention in mobile apps. Journal of Business Research, 121. https://doi.org/10.1016/j.jbusres.2020.07.046
Hollingshead, S. J., Wohl, M. J. A., & Davis, C. G. (2022). On being loyal to a casino: The interactive influence of tier status and disordered gambling symptomatology on attitudinal and behavioral loyalty. Journal of Behavioral Addictions. https://doi.org/10.1556/2006.2021.00046
Husain, S. (2017). The determinants of loyalty in online commerce-an exploratory study in India. Electronic Journal of Information Systems in Developing Countries, 81(1). https://doi.org/10.1002/j.1681-4835.2017.tb00599.x
Jung, J. H., & Shin, J. I. (2019). The Effect of Choice Attributes of Internet Specialized Banks on Integrated Loyalty: The Moderating Effect of Gender. Sustainability (Switzerland), 11(24). https://doi.org/10.3390/su11247063
Karimi Alavijeh, M. R., Esmaeili, A., Sepahvand, A., & Davidaviciene, V. (2018). The effect of customer equity drivers on word-of-mouth behavior with mediating role of customer loyalty and purchase intention. Engineering Economics, 29(2). https://doi.org/10.5755/j01.ee.29.2.17718
Kim, S. J., Yoo, J., & Ko, E. (2023). The effects of brand collaboration with the online game on customer equity and purchase intention: moderating effect of fashion brand type. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-03-2022-0279
Kotler, Philip & Amstrong, G. (2015). Principles of Marketing. In Principles of Marketing. https://doi.org/10.24926/8668.1901
Kotler, P., & Keller, K. L. (2016). Marketing Management Global Edition (Vol. 15E). https://doi.org/10.1080/08911760903022556
Kwon, J. (2022). Role of customers ’ multidimensional perceived equity in the mobile food delivery industry. 13(5), 955–971. https://doi.org/10.1108/JHTT-08-2021-0223
Lai, S. L., Pham, H. H., Nguyen, H. K. T., Nguyen, T. C., & Le, A. V. (2019). Toward sustainable overseas mobility of Vietnamese students: Understanding determinants of attitudinal and behavioral loyalty in students of higher education. Sustainability (Switzerland), 11(2). https://doi.org/10.3390/su11020383
Lee, T. C., & Peng, M. Y. P. (2021). Green Experiential Marketing, Experiential Value, Relationship Quality, and Customer Loyalty in Environmental Leisure Farm. Frontiers in Environmental Science, 9. https://doi.org/10.3389/fenvs.2021.657523
Liu, C. R., Wu, T. C., Yeh, P. H., & Chen, S. P. (2015). Equity-based customer loyalty mode for the upscale hotels-Alternative models for leisure and business travels. Tourism Management Perspectives, 16. https://doi.org/10.1016/j.tmp.2015.07.017
Molinillo, S., Aguilar-Illescas, R., Anaya-Sánchez, R., & Liébana-Cabanillas, F. (2021). Social commerce website design, perceived value and loyalty behavior intentions: The moderating roles of gender, age and frequency of use. Journal of Retailing and Consumer Services, 63. https://doi.org/10.1016/j.jretconser.2020.102404
Mostafa, R. B., & Hamieh, L. (2022). How CSR Activities Affect Student Attitudinal and Behavioral Loyalty in the Lebanese Educational Sector? International Journal of Customer Relationship Marketing and Management, 13(1). https://doi.org/10.4018/IJCRMM.290416
Nanda, A., Thayib, A., Wijayanti, R., & Rofiaty. (2021). Customer Equity as Mediator of Customer Experience and Loyalty Relationship. Quality - Access to Success, 22(185). https://doi.org/10.47750/QAS/22.185.05
Oliver. (1997). Satisfaction: A behavioral perspective on the consumer. New York: McGraw Hill International Editions.
Ou, Y. C., Verhoef, P. C., & Wiesel, T. (2017). The effects of customer equity drivers on loyalty across services industries and firms. Journal of the Academy of Marketing Science, 45(3). https://doi.org/10.1007/s11747-016-0477-6
Park, C. I., & Namkung, Y. (2022). The Effects of Instagram Marketing Activities on Customer-Based Brand Equity in the Coffee Industry. Sustainability (Switzerland), 14(3). https://doi.org/10.3390/su14031657
Rakhman, A. (2020). Ekuitas Merek dan Loyalitas Pelanggan. Permana?: Jurnal Perpajakan, Manajemen, Dan Akuntansi, 12(2). https://doi.org/10.24905/permana.v12i2.106
Razzaq, Z., Yousaf, S., & Hong, Z. (2017). The moderating impact of emotions on customer equity drivers and loyalty intentions: Evidence of within sector differences. Asia Pacific Journal of Marketing and Logistics, 29(2), 239–264. https://doi.org/10.1108/APJML-03-2016-0053
Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2001). Driving Customer Equity: Linking Customer Lifetime Value to Strategic Marketing Decisions. Marketing Science Institute.
Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on Marketing: Using Customer Equity to Focus Marketing Strategy. Journal of Marketing, 68(1). https://doi.org/10.1509/jmkg.68.1.109.24030
Sekaran, U., & Bougie, R. (2016). Research Methods For Business. A Skill Builing Approch. 7th Edition. In Book.
Stella Kusumawardhani. (2022). Online Food Delivery (OFD) Consumption Behavior and Perception Survey in Indonesia. Retrieved from https://tenggara.id/research/Online-Food-Delivery-OFD-Consumption-Behavior-and-Perception-Survey-in-Indonesia
Wang, H., Ko, E., Woodside, A., & Yu, J. (2021). SNS marketing activities as a sustainable competitive advantage and traditional market equity. Journal of Business Research, 130. https://doi.org/10.1016/j.jbusres.2020.06.005
Wulandari, D. (2012). ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI ATTITUDINAL LOYALTY DAN BEHAVIORAL LOYALTY PADA NASABAH PERBANKAN SYARIAH. IQTISHODUNA. https://doi.org/10.18860/iq.v0i0.2125
Xi, N., & Hamari, J. (2020). Does gamification affect brand engagement and equity? A study in online brand communities. Journal of Business Research, 109. https://doi.org/10.1016/j.jbusres.2019.11.058
Yang, C., & He, J. (2018). A Study on the Relationship between Customer Participation, Perceived Control and Customer Equity—Collecting Samples from Financial Industry. American Journal of Industrial and Business Management, 08(03). https://doi.org/10.4236/ajibm.2018.83053
Yao, T., Qiu, Q., & Wei, Y. (2019). Retaining hotel employees as internal customers: Effect of organizational commitment on attitudinal and behavioral loyalty of employees. International Journal of Hospitality Management, 76. https://doi.org/10.1016/j.ijhm.2018.03.018
##submission.downloads##
ARTICLE Diterbitkan HISTORY
Accepted Date: 2023-09-01
Published Date: 2023-10-03
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2023 Aljenadryn Adzani Iman, Sri Vandayuli Riorini
Artikel ini berlisensi Creative Commons Attribution-NonCommercial 4.0 International License.
