Pengaruh Keterlibatan Konsumen, Ekuitas Konsumen Dan Niat Pembelian Ulang Pada Aplikasi Linkaja

Siboro, Lorenzo Raphael (2023) Pengaruh Keterlibatan Konsumen, Ekuitas Konsumen Dan Niat Pembelian Ulang Pada Aplikasi Linkaja. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui hubungan bagaimana tingkat keterlibatan konsumen dapat mempengaruhi ekuitas konsumen yang terditi dari value equity, brand equity, relationship equity dan niat pembelian ulang pada aplikasi LinkAja. Penelitian ini menerapkan metode kuantitatif, dengan pengumpulan data dilakukan melalui kuesioner elektronik yang dirancang menggunakan Google Form dengan melibatkan 328 responden dalam analisis, dan data yang terkumpul dianalisis menggunakan aplikasi Amos 24 dan SPSS 26. Hasil penelitian ini menyimpulkan bahwa terdapat hubungan positif antara keterlibatan pelanggan dengan value equity, brand equity, dan relationship equity, terdapat juga hubungan positif antara value equity, brand equity dengan niat pembelian ulang, serta relationship equity yang tidak mempengaruhi niat pembelian ulang dalam konteks aplikasi dompet digital LinkAja. / The purpose of this research is to determine the relationship between how the level of consumer engagement can influence consumer equity which consists of value equity, brand equity, relationship equity and repurchase intentions on the LinkAja application. This research applies quantitative methods, with data collection carried out through an electronic questionnaire designed using Google Form involving 328 respondents in the analysis, and the data collected was analyzed using Amos 24 and SPSS 26 applications. The results of this research conclude that there is a positive relationship between customer engagement with value equity, brand equity, and relationship equity, there is also a positive relationship between value equity, brand equity for repurchase intention, and relationship equity does not influence repurchase intention in the context of the LinkAja digital wallet application.

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