Pengaruh brand communication, online brand community dan service quality dengan brand trust sebagai mediator terhadap brand loyalty pada perusahaan agriculture fintech: Studi Empiris pada PT. Crowde Membangun Bangsa (Crowde) = Influence of brand communication, online brand community, and service quality with brand trust as the mediator towards brand quality for an agriculture fintech company. Empirical study: PT. Crowde membangun bangsa

Tanuwijaya, Jennifer Leonita (2019) Pengaruh brand communication, online brand community dan service quality dengan brand trust sebagai mediator terhadap brand loyalty pada perusahaan agriculture fintech: Studi Empiris pada PT. Crowde Membangun Bangsa (Crowde) = Influence of brand communication, online brand community, and service quality with brand trust as the mediator towards brand quality for an agriculture fintech company. Empirical study: PT. Crowde membangun bangsa. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand communication terhadap brand trust, pengaruh online brand community terhadap brand trust pengaruh service quality terhadap brand trust, pengaruh brand trust terhadap brand loyalty, pengaruh brand communication terhadap brand loyalty, pengaruh online brand community terhadap brand loyalty, pengaruh service quality terhadap brand loyalty, pengaruh brand communication terhadap brand loyalty yang dimediasi oleh brand trust, pengaruh online brand community terhadap brand loyalty yang dimediasi oleh brand trust, pengaruh service quality terhadap brand loyalty yang dimediasi oleh brand trust. Responden penelitian berjumlah 393 orang pemodal atau pengguna dari platform P2P lending Crowde dan 385 orang petani sebagai mitra dari Crowde. Metode yang digunakan adalah survei dengan menggunakan kuesioner skala Likert. Pengolahan data dilakukan dengan PLS 3.2.5 untuk menganalisis lima variabel yaitu brand communication, online brand community. service quality, brand trust, dan brand loyalty. Hasil penelitian menunjukkan bahwa (1) brand communication mempengaruhi brand trust secara positif dan signifikan pada pemodal maupun petani. (2) online brand community mempengaruhi brand trust secara positif dan signifikan untuk pemodal tetapi tidak signifikan untuk petani, (3) service quality mempengaruhi brand trust secara positif dan signifikan untuk pemodal maupun petani, (4) brand trust mempengaruhi brand loyalty secara positif dan signifikan pada pemodal maupun petani, (5) brand communication mempengaruhi brand loyalty secara positif dan signifikan untuk pemodal namun untuk petani hasilnya negatif dan signifikan, (6) online brand community mempengaruhi brand loyalty secara positif dan signifikan pada pemodal maupun petani, (7) service quality mempengaruhi brand loyalty secara positif dan signifikan untuk pemodal namun untuk petani hasilnya negatif dan signifikan. (8) brand communication mempengaruhi brand loyalty yang dimediasi oleh brand trust secara positif dan signifikan pada pemodal maupun petani, (9) online brand community mempengaruhi brand loyalty yang dimediasi oleh brand trust secara positif namun tidak signifikan pada pemodal maupun petani, (10) service quality mempengaruhi brand loyalty yang dimediasi oleh brand trust secara positif dan signifikan pada pemodal maupun petani. / This study aims to analyze the influence of brand communication on brand trust, the influence of online brand community on brand trust, the influence of service quality on brand trust, the influence of brand trust on brand loyalty, the influence of brand communication on brand loyalty, the influence of online brand community on brand loyalty, the influence service quality on brand loyalty, the influence of brand communication on brand loyalty mediated by brand trust, the influence of online brand community on brand loyalty mediated by brand trust, the influence of service quality on brand loyalty mediated by brand trust. The research respondents were 393 investors as users of the Crowde P2P lending platform and 385 farmers as Crowde's partners. The method used is a survey using a Likert scale questionnaire. Data processing is done with PLS 3.2.5 to analyze five variables namely brand communication, online brand community, service quality, brand trust, and brand loyalty. The results showed that (1) brand communication affects brand trust positively and significantly for investors and farmers, (2) online brand community affects brand trust positively and significantly for investors but not significantly for farmers, (3) service quality affects brand trust positively and significantly for investors and farmers, (4) brand trust affects brand loyalty positively and significantly for investors and farmers, (5) brand communication affects brand loyalty positively and significantly for investors but for farmers the results are negative and significant, (6) online brand community influences brand loyalty positively and significantly on investors and farmers, (7) service quality affects brand loyalty positively and significantly for investors but for farmers the results are negative and significant, (8) brand communication influences brand loyalty mediated by brands trust positively and significantly to investors and farmers, (9) online brand community influences brand loyalty which is mediated by brand trust positively but not significantly on investors and farmers, (10) service quality influences brand loyalty which is mediated by brand trust positively and significantly on investors and farmers.

Item Type:

Thesis (Masters)

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