Nikolas, Nikolas (2024) Pengaruh customer engagement terhadap repurchase intention melalui value equity, brand equity, dan relationship equity pada mobile apps Uniqlo Indonesia. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini bertujuan untuk menginvestigasi pengaruh customer engagement terhadap repurchase intention melalui value equity, brand equity, dan relationship equity pada mobile apps Uniqlo Indonesia. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan pengumpulan data melalui kuesioner yang disebarkan melalui Google Form dan beberapa platform media sosial. Teknik sampling yang digunakan adalah purposive sampling dengan jumlah responden sebanyak 361 orang. Hasil analisis data menunjukan bahwa semua hipotesis penelitian didukung. Secara khusus, terdapat pengaruh positif dari customer engagement terhadap value equity, brand equity, dan relationship equity yang juga memiliki pengaruh positif terhadap repurchase intention. Temuan ini menyoroti pentingnya customer engagement dengan dalam membentuk value equity, brand equity, dan relationship equity, yang kemudian memengarui repurchase intention pada aplikasi seluler Uniqlo Indonesia. Implikasi praktis dan teoritis dari temuan ini didiskusikan secara rinci.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | customer engagement; repurchase intention; value equity; brand equity; relationship equity. | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | NIKOLAS NIKOLAS | ||||||||
Date Deposited: | 10 Jun 2024 05:09 | ||||||||
Last Modified: | 10 Jun 2024 05:09 | ||||||||
URI: | http://repository.uph.edu/id/eprint/63308 |
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