Rombe, Darwin Kurnia (2022) Pengaruh Keterlibatan Konsumen Terhadap Niat Pembelian Kembali Melalui Dimensi Ekuitas Konsumen Pada Aplikasi Traveloka. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Pada masa pandemi, setiap industri pariwisata tetap berusaha untuk berkomunikasi
dengan konsumen dan tetap meningkatkan keunggulan kompetitif. Salah satunya
dengan menggunakan internet. Internet telah mengubah cara interaktivitas dengan
konsumen dan organisasi terutama dengan semakin populernya internet.
Keterlibatan konsumen dalam membeli produk dan layanan tidak hanya
berfungsi untuk mereka sendiri tetapi juga karena apa yang mereka tawarkan
secara emosional kepada orang lain, sehingga menciptakan niat konsumen untuk
menggunakan kembali merek tertentu. Oleh karena itu dalam penelitian ini akan
mencari tahu apakah terdapat pengaruh positif keterlibatan konsumen terhadap
ekuitas konsumen dan niat pembelian kembali. Penelitian ini menggunakan metode
kuantitatif, data diambil dengan menggunakan Google Form yang disebarkan
kepada 50 orang untuk studi pendahuluan dan 320 responden untuk penelitian
actual. Pengambilan data dilakukan dengan menggunakan convenience sampling.
Data yang diperoleh diolah dengan menggunakan aplikasi SmartPls 3.0. Hasil dari
penelitian ini menunjukkan bahwa terdapat pengaruh positif antara keterlibatan
konsumen terhadap nilai ekuitas konsumen. Terdapat pengaruh positif keterlibatan
konsumen terhadap ekuitas merek konsumen. Terdapat pengaruh positif
keterlibatan konsumen terhadap ekuitas hubungan konsumen. Terdapat pengaruh
positif ekuitas nilai konsumen terhadap niat pembelian kembali. Tidak erdapat
pengaruh positif ekuitas merek konsumen terhadap niat pembelian kembali.
Terdapat pengaruh positif ekuitas hubungan konsumen terhadap niat pembelian
kembali. / During the pandemic, every tourism industry is still trying to communicate with
consumers and continue to increase competitive advantage. One of them is by using
the internet. The Internet has changed the way of interactivity with consumers and
organizations especially with the growing popularity of the internet. The
involvement of consumers in buying products and services not only works for
themselves but also because of what they offer emotionally to others, thus creating
the intention of consumers to reuse a particular brand. Therefore, in this study, we
will find out whether there is a positive influence of consumer engagement on
consumer equity and repurchase intentions. This study used quantitative methods,
data was taken using Google Form which was distributed to 50 people for
preliminary studies and 320 respondents for actual research. Data collection was
carried out using convenience sampling. The data obtained is processed using the
SmartPls 3.0 application. The results of this study show that there is a positive
influence between consumer engagement and the value of consumer equity. There
is a positive influence of consumer engagement on consumer brand equity. There
is a positive influence of consumer engagement on consumer relationship equity.
There is a positive effect of consumer value equity on repurchase intentions. There
is no positive influence of consumer brand equity on repurchase intentions. There
is a positive influence of consumer relationship equity on repurchase intentions.
Item Type: | Thesis (Bachelor) |
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Creators: | Creators NIM Email ORCID Rombe, Darwin Kurnia NIM01011180111 dkr.232.777@gmail.com UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Radnan, Paulus Yokie NIDN0324058008 paulus.radnan@uph.edu |
Uncontrolled Keywords: | Keterlibatan Konsumen, Ekuitas Konsumen, Niat Pembelian Kembali |
Subjects: | H Social Sciences > H Social Sciences (General) |
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
Depositing User: | Darwin Kurnia Rombe |
Date Deposited: | 27 Jun 2022 08:41 |
Last Modified: | 02 Mar 2023 07:11 |
URI: | http://repository.uph.edu/id/eprint/48141 |