Pengaruh hubungan komunitas dan orientasi pemasaran hubungan terhadap loyalitas merek

Steviano, Andrean (2023) Pengaruh hubungan komunitas dan orientasi pemasaran hubungan terhadap loyalitas merek. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini dilaksanakan untuk mengetahui pengaruh manajemen hubungan komunitas dan orientasi pemasaran hubungan terhadap loyalitas merek dengan keterlibatan pelanggan dan kepercayaan merek sebagai variabel mediasi. Penelitian ini menggunakan metode kuantitatif dan teknik pengumpulan data dengan menyebar kuesioner elektronik dengan menggunakan metode sampling non probabilitas yaitu, sampling bertujuan. Sampel yang diambil untuk penelitian ini adalah 188 responden. Data dianalisis menggunakan structured equation modelling-partial least square (PLS-SEM). Hasil penelitian ini menunjukkan terdapat pengaruh manajemen hubungan komunitas dengan keterlibatan pelanggan, dan kepercayaan merek. Terdapat pengaruh orientasi pemasaran hubungan dengan keterlibatan pelanggan dan loyalitas merek. Terdapat pengaruh keterlibatan pelanggan dengan kepercayaan merek dan loyalitas merek. Terdapat pengaruh kepercayaan merek dengan loyalitas merek. Terdapat pengaruh orientasi pemasaran hubungan dengan loyalitas merek yang di mediasi keterlibatan pelanggan. Terdapat pengaruh orientasi pemasaran hubungan dan keterlibatan pelanggan dengan loyalitas merek yang di mediasi kepercayaan merek. Kemudian tidak terdapat pengaruh manajemen hubungan komunitas dengan loyalitas merek. Tidak terdapat pengaruh orientasi pemasaran hubungan dengan kepercayaan merek. Tidak terdapat pengaruh manajemen hubungan komunitas dengan loyalitas merek yang di mediasi keterlibatan pelanggan. Tidak terdapat pengaruh manajemen hubungan komunitas dengan loyalitas merek yang di mediasi kepercayaan merek./This research was conducted to determine the effect of public relations management and relationship marketing orientation on brand loyalty with customer involvement and brand trust as mediating variables. This study uses quantitative methods and data collection techniques by distributing electronic questionnaires using non-probability sampling methods, namely purposive sampling. The samples taken for this study were 188 respondents. Data were analyzed using structured equation modeling-partial least square (PLS-SEM). The results of this study indicate that there is an influence of public relations management on customer involvement and brand trust. There is an influence of relationship marketing orientation on customer involvement and brand loyalty. There is an influence of customer involvement with brand trust and brand loyalty. There is an influence of brand trust with brand loyalty. There is an influence of relationship marketing orientation on brand loyalty which is mediated by customer involvement. There is an influence of relationship marketing orientation and customer involvement with brand loyalty which is mediated by brand trust. Then there is no influence of public relations management on brand loyalty. There is no effect of relationship marketing orientation on brand trust. There is no effect of public relations management on brand loyalty which is mediated by customer involvement. There is no influence of public relations management on brand loyalty which is mediated by brand trust.

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