Pengaruh customer engagement melalui value equity, brand equity, dan relationship equity terhadap aplikasi harlan holden coffee Indonesia = The influence of customer engagement through value equity, brand equity, and relationship equity, on repurchase intention in the harlan holden coffee Indonesia application

Irawan, Christopher Juniarto (2023) Pengaruh customer engagement melalui value equity, brand equity, dan relationship equity terhadap aplikasi harlan holden coffee Indonesia = The influence of customer engagement through value equity, brand equity, and relationship equity, on repurchase intention in the harlan holden coffee Indonesia application. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Harlan Holden merupakan kedai kopi yang memanfaatkan teknologi digital yaitu menggunakan sistem transaksi sepenuhnya melalui aplikasi Harlan + Holden. Harlan Holden baru berdiri sejak tahun 2019 namun terdapat banyak review negatif dari pelanggan terkait aplikasi Harlan + Holden dan membuat mereka enggan melakukan pembelian untuk kedua kalinya. Penelitian bertujuan untuk menganalisa pengaruh customer engagement melalui value equity, brand equity, dan relationship equity, terhadap repurchase intention pada aplikasi Harlan Holden Coffee indonesia. Customer engagement melalui value equity adalah manifestasi perilaku konsumen terhadap suatu merek atau perusahaan, di luar pembelian, yang dihasilkan dari dorongan motivasi. Value equity adalah penilaian obyektif dari pelanggan terhadap merek. Brand equity adalah serangkaian aset dari merek, nama dan simbol yang meningkatkan nilai produk atau jasa dari merek. Relationship equity adalah usaha yang mengikutsertakan elemen yang menghubungkan merek dengan pelanggan. Repurchase Intention adalah perilaku konsumen yaitu melakukan pembelian produk dan jasa secara berulang dari waktu ke waktu. Teknik pengambilan sampel yaitu non probabilitas dengan tipe purposive sampling. Sebagai hasilnya penelitian mendapatkan data yang bersumber dari 266 responden. Teknik analisis data menggunakan metode PLS-SEM dengan aplikasi SmartPLS 4. Sebagai hasilnya H1, H2, H3, H4, dan H5 diterima dan H6 ditolak. Sebagai implikasi Harlan Holden disarankan untuk meningkatkan kualitas dan kuantitas informasi dan konten di aplikasi, selanjutnya memperbaiki strategi STP (segmenting, targeting, positioning). / Harlan Holden is a coffee shop that utilizes digital technology, namely using a complete transaction system through the Harlan + Holden application. Harlan Holden has only been established in 2019 but there are many negative reviews from customers regarding the Harlan + Holden application and this makes them reluctant to make a second purchase. The research aims to analyze the influence of customer engagement through value equity, brand equity, and relationship equity, on repurchase intention on the Harlan Holden Coffee Indonesia application. Customer engagement through value equity is a manifestation of consumer behavior towards a brand or company, outside of purchases, resulting from motivational drives. Value equity is a customer's objective assessment of a brand. Brand equity is a series of brand assets, names and symbols that increase the value of the brand's products or services. Relationship equity is an effort that includes elements that connect brands with customers. Repurchase Intention is consumer behavior, namely purchasing products and services repeatedly from time to time. The sampling technique is non probability with purposive sampling type. As a result, the research obtained data sourced from 266 respondents. The data analysis technique uses the PLS-SEM method with the SmartPLS 4 application. As a result, H1, H2, H3, H4, and H5 are accepted and H6 is rejected. As an implication, Harlan Holden is advised to improve the quality and quantity of information and content in the application, then improve the STP (segmenting, targeting, positioning) strategy.

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