Pengaruh Keterlibatan Konsumen Terhadap Niat Pembelian Kembali Melalui Dimensi Ekuitas Konsumen Pada Aplikasi Traveloka

Rombe, Darwin Kurnia (2022) Pengaruh Keterlibatan Konsumen Terhadap Niat Pembelian Kembali Melalui Dimensi Ekuitas Konsumen Pada Aplikasi Traveloka. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pada masa pandemi, setiap industri pariwisata tetap berusaha untuk berkomunikasi dengan konsumen dan tetap meningkatkan keunggulan kompetitif. Salah satunya dengan menggunakan internet. Internet telah mengubah cara interaktivitas dengan konsumen dan organisasi terutama dengan semakin populernya internet. Keterlibatan konsumen dalam membeli produk dan layanan tidak hanya berfungsi untuk mereka sendiri tetapi juga karena apa yang mereka tawarkan secara emosional kepada orang lain, sehingga menciptakan niat konsumen untuk menggunakan kembali merek tertentu. Oleh karena itu dalam penelitian ini akan mencari tahu apakah terdapat pengaruh positif keterlibatan konsumen terhadap ekuitas konsumen dan niat pembelian kembali. Penelitian ini menggunakan metode kuantitatif, data diambil dengan menggunakan Google Form yang disebarkan kepada 50 orang untuk studi pendahuluan dan 320 responden untuk penelitian actual. Pengambilan data dilakukan dengan menggunakan convenience sampling. Data yang diperoleh diolah dengan menggunakan aplikasi SmartPls 3.0. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif antara keterlibatan konsumen terhadap nilai ekuitas konsumen. Terdapat pengaruh positif keterlibatan konsumen terhadap ekuitas merek konsumen. Terdapat pengaruh positif keterlibatan konsumen terhadap ekuitas hubungan konsumen. Terdapat pengaruh positif ekuitas nilai konsumen terhadap niat pembelian kembali. Tidak erdapat pengaruh positif ekuitas merek konsumen terhadap niat pembelian kembali. Terdapat pengaruh positif ekuitas hubungan konsumen terhadap niat pembelian kembali. / During the pandemic, every tourism industry is still trying to communicate with consumers and continue to increase competitive advantage. One of them is by using the internet. The Internet has changed the way of interactivity with consumers and organizations especially with the growing popularity of the internet. The involvement of consumers in buying products and services not only works for themselves but also because of what they offer emotionally to others, thus creating the intention of consumers to reuse a particular brand. Therefore, in this study, we will find out whether there is a positive influence of consumer engagement on consumer equity and repurchase intentions. This study used quantitative methods, data was taken using Google Form which was distributed to 50 people for preliminary studies and 320 respondents for actual research. Data collection was carried out using convenience sampling. The data obtained is processed using the SmartPls 3.0 application. The results of this study show that there is a positive influence between consumer engagement and the value of consumer equity. There is a positive influence of consumer engagement on consumer brand equity. There is a positive influence of consumer engagement on consumer relationship equity. There is a positive effect of consumer value equity on repurchase intentions. There is no positive influence of consumer brand equity on repurchase intentions. There is a positive influence of consumer relationship equity on repurchase intentions.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Rombe, Darwin KurniaNIM01011180111dkr.232.777@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorRadnan, Paulus YokieNIDN0324058008paulus.radnan@uph.edu
Uncontrolled Keywords: Keterlibatan Konsumen, Ekuitas Konsumen, Niat Pembelian Kembali
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Darwin Kurnia Rombe
Date Deposited: 27 Jun 2022 08:41
Last Modified: 27 Jun 2022 08:41
URI: http://repository.uph.edu/id/eprint/48141

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