PENGARUH AUTHENTICITY, INTERACTIVITY, INVOLVEMENT DAN CUSTOMER ENGAGEMENT DALAM MEMPREDIKSI COSTUMER LOYALTY PADA PEMESANAN HOTEL MELALUI TRAVELOKA.COM

Valdio, Valdio (2023) PENGARUH AUTHENTICITY, INTERACTIVITY, INVOLVEMENT DAN CUSTOMER ENGAGEMENT DALAM MEMPREDIKSI COSTUMER LOYALTY PADA PEMESANAN HOTEL MELALUI TRAVELOKA.COM. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh authenticity, interactivity dan involvement terhadap customer engagement dan loyalitas pelanggan dalam memesan hotel di traveloka.com serta untuk mengetahui customer engagement memediasi pengaruh authenticity, interactivity dan involvement terhadap loyalitas pelanggan dalam memesan hotel di traveloka.com. Populasi penelitian ini adalah konsumen memesan hotel di traveloka.com dengan penyebaran kuesioner pada 160 sampel. Penelitian ini menggunakan teknik sampling purposive sampling. Analisis data dalam penelitian ini menggunakan SEM-PLS. Hasil penelitian ini menunjukkan authenticity, interactivity dan involvement berpengaruh positif terhadap customer engagement dalam memesan hotel di traveloka.com. Interactivity berpengaruh positif terhadap authenticity dalam memesan hotel di traveloka.com. Interactivity dan customer engagement berpengaruh positif terhadap loyalitas pelanggan dalam memesan hotel di traveloka.com. Sedangkan authenticity dan involvement tidak berpengaruh terhadap loyalitas pelanggan dalam memesan hotel di traveloka.com. Customer engagement memediasi pengaruh authenticity, interactivity dan involvement terhadap loyalitas pelanggan dalam memesan hotel di traveloka.com. Kata kunci: authenticity, interactivity, involvement, customer engagement, loyalitas pelanggan/The purpose of this study was to determine the effect of authenticity, interactivity and involvement on customer engagement and customer loyalty in ordering hotels at traveloka.com and to determine customer engagement mediating the effect of authenticity, interactivity and involvement on customer loyalty in ordering hotels on traveloka.com. The population of this study were consumers ordering hotels at traveloka.com by distributing questionnaires to 160 samples. This study used a purposive sampling technique. Data analysis in this study used SEM-PLS. The results of this study show that authenticity, interactivity and involvement have a positive effect on customer engagement in booking hotels at traveloka.com. Interactivity has a positive effect on authenticity in booking hotels at traveloka.com. Interactivity and customer engagement have a positive effect on customer loyalty in booking hotels at traveloka.com. Meanwhile, authenticity and involvement have no effect on customer loyalty in booking hotels at traveloka.com. Customer engagement mediates the effect of authenticity, interactivity and involvement on customer loyalty in booking hotels at traveloka.com. Keywords: authenticity, interactivity, involvement, customer engagement, customer loyalty

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