PERAN MEDIASI CUSTOMER ENGAGEMENT DALAM HUBUNGAN ANTARA DIGITAL BRAND EXPERIENCE DAN LOYALITAS KONSUMEN

Amirudin M. Amin; Adeline  Aurelia

doi:10.62207/ekcx0058

Authors

Amirudin M. Amin Institut Bisnis dan Teknologi Pelita Indonesia Author
Adeline Aurelia Institut Bisnis dan Teknologi Pelita Indonesia Author

DOI:

https://doi.org/10.62207/ekcx0058

Keywords:

Digital Brand Experience, Customer Engagement, Loyalitas Konsumen

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Digital Brand Experience terhadap Loyalitas Konsumen, pengaruh Digital Brand Experience terhadap Customer Engagement, pengaruh Customer Engagement terhadap Loyalitas Konsumen, serta peran Customer Engagement dalam memediasi pengaruh Digital Brand Experience terhadap Loyalitas Konsumen pada konsumen kartu Telkomsel di Kota Pekanbaru. Penelitian ini menggunakan pendekatan kuantitatif dengan data primer yang diperoleh melalui penyebaran kuesioner kepada 100 responden. Teknik analisis data yang digunakan adalah Partial Least Square (PLS) dengan bantuan program SmartPLS. Hasil penelitian menunjukkan bahwa Digital Brand Experience tidak berpengaruh signifikan terhadap Loyalitas Konsumen. Sebaliknya, Digital Brand Experience berpengaruh positif dan signifikan terhadap Customer Engagement, serta Customer Engagement berpengaruh positif dan signifikan terhadap Loyalitas Konsumen. Selain itu, Customer Engagement terbukti mampu memediasi secara parsial pengaruh Digital Brand Experience terhadap Loyalitas Konsumen. Temuan ini menunjukkan bahwa pengalaman digital yang baik belum tentu secara langsung menciptakan loyalitas, tetapi akan lebih efektif apabila terlebih dahulu membentuk keterlibatan konsumen terhadap merek. Penelitian ini menegaskan pentingnya penguatan pengalaman digital dan keterlibatan pelanggan sebagai strategi untuk meningkatkan loyalitas konsumen pada industri telekomunikasi.

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