Analisis Keterlibatan Pelanggan sebagai Variabel Mediasi pada Pengaruh Kualitas Sistem dan Kualitas Informasi terhadap Loyalitas Merek (Aplikasi Model Simulus-Organism-Response)

Rahmawati, Nunik Dhian and , Dr. Rini Kuswati, S.E., M.Si (2022) Analisis Keterlibatan Pelanggan sebagai Variabel Mediasi pada Pengaruh Kualitas Sistem dan Kualitas Informasi terhadap Loyalitas Merek (Aplikasi Model Simulus-Organism-Response). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study analyzes the impact of customer engagement on the characteristics of Online Brand Community (system quality and information quality) on brand loyalty. Respondents in this study were the general public in the Solo Raya area who had interacted with the Smartfren Community. 195 respondents met the research criteria. Data processing used the PLS-SEM analysis tool to test the model developed under the application of the stimulus-organism-response model. Each characteristic of the Online Brand Community (OBC) shows a significant positive result on customer engagement. Customer engagement has a significant positive effect on brand loyalty. Customer engagement successfully mediates between information quality and system quality on brand loyalty. The hypothesized model of the stimulus-organism-response framework was validated among a sample of emerging markets, focusing on customer engagement on OBC characteristics of brand loyalty.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Sistem Quality, Information Quality, Customer Engagement, Brand Loyalty, Online Brand Community, SOR Model
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	NUNIK DHIAN RAHMAWATI
Date Deposited:	23 Jun 2022 06:41
Last Modified:	23 Jun 2022 06:41
URI:	http://eprints.ums.ac.id/id/eprint/101067

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