PENGARUH CUSTOMER ENGAGEMENT VIA MOBILE APPS TERHADAP REPURCHASE INTENTION MELALUI VALUE EQUITY, BRAND EQUITY, DAN RELATIONSHIP EQUITY PADA FORE COFFEE INDONESIA

Cahyadi, Stevan Christian (2023) PENGARUH CUSTOMER ENGAGEMENT VIA MOBILE APPS TERHADAP REPURCHASE INTENTION MELALUI VALUE EQUITY, BRAND EQUITY, DAN RELATIONSHIP EQUITY PADA FORE COFFEE INDONESIA. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Stevan Christian Cahyadi (01011190301) “PENGARUH CUSTOMER ENGAGEMENT VIA MOBILE APPS TERHADAP REPURCHASE INTENTION MELALUI VALUE EQUITY, BRAND EQUITY, DAN RELATIONSHIP EQUITY PADA FORE COFFEE INDONESIA” (xiii+143 halaman; 7 Gambar; 20 Tabel; 23 Lampiran) Penelitian ini bertujuan untuk mengetahui pengaruh CUSTOMER ENGAGEMENT via MOBILE APPS terhadap REPURCHASE INTENTION melalui VALUE EQUITY, BRAND EQUITY, dan RELATIONSHIP EQUITY pada Fore Coffee Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dimana pengumpulan data dilakukan menggunakan kuesioner yang disusun dengan Google Form lalu disebarkan melalui beberapa sosial media. Teknik penentuan sample ini menggunakan metode non-probability sampling yakni purposive sampling, dengan jumlah 250 responden. Hasil pengujian hipotesis menunjukan bahwa seluruh hipostesis didukung, yaitu terdapat pengaruh positif dari customer engagement via mobile apps terhadap value equity, terdapat pengaruh positif dari customer engagement via mobile apps terhadap brand equity, terdapat pengaruh positif dari customer engagement via mobile apps terhadap relationship equity, terdapat pengaruh positif dari value equity terhadap repurchase intention, terdapat pengaruh positif dari brand equity terhadap repurchase intention, terdapat pengaruh positif dari relationship equity terhadap repurchase intention. Kata Kunci : customer engagement, repurchase intention, value equity, brand equity, relationship equity

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