Putra, Fandi Pratama (2025) Pengaruh Customer Engagement, Customer Experience dan Brand Love Terhadap Behavioral Intention Pada User E-Commerce : Peran Trust Sebagai Variabel Moderasi. (The Influence of Customer Engagement, Customer Experience, and Brand Love on Behavioral Intention in E-Commerce Users: The Role of Trust as a Moderating Variable). Masters thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Kemajuan teknologi digital telah membawa transformasi besar dalam industri e-commerce, mengubah cara konsumen berinteraksi dan bertransaksi. Penelitian ini bertujuan untuk menganalisis pengaruh customer engagement (cognitive, affective, behavioral), customer experience, dan brand love terhadap behavioral intention, dengan trust sebagai variabel moderasi. Penelitian ini menggunakan metode kuantitatif dengan pengumpulan data melalui kuesioner berbasis skala likert yang disebarkan kepada 100 responden dengan kriteria pengguna e-commerce dan telah memiliki pengalaman bertransaksi di platform e-commerce. Analisis data dilakukan menggunakan metode SEM-PLS. Hasil penelitian mengungkapkan bahwa customer engagement (cognitive, affective, behavioral), customer experience, brand love, dan trust memiliki pengaruh positif signifikan terhadap behavioral intention. Namun, hubungan antara behavioral customer engagement dan brand love tidak signifikan. Selain itu trust terbukti memoderasi hubungan antara customer experience dan behavioral intention, serta brand love dan behavioral intention. Trust memperkuat dampak positif pengalaman pelanggan dan kecintaan terhadap merek terhadap niat perilaku, seperti pembelian ulang dan rekomendasi. Tingkat kepercayaan yang tinggi memungkinkan toleransi terhadap pengalaman negatif dan meningkatkan loyalitas meskipun ada tantangan. Sebaliknya, tanpa trust, dampak pengalaman positif atau kecintaan terhadap merek cenderung melemah. Temuan ini menegaskan pentingnya elemen seperti transparansi, keamanan, ulasan pelanggan, dan kebijakan layanan dalam membangun trust yang kokoh. Trust menjadi fondasi strategis yang mampu mengubah hubungan emosional pelanggan menjadi perilaku nyata, memberikan wawasan penting bagi perusahaan e-commerce untuk mengelola trust sebagai elemen inti dalam strategi pemasaran dan keunggulan kompetitif. Penelitian ini memberikan kontribusi teoretis dan praktis dalam merancang strategi pemasaran yang berorientasi pada konsumen untuk meningkatkan loyalitas, keterlibatan dan membangun hubungan jangka panjang yang berkelanjutan dalam industri e-commerce.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Customer Engagement, Customer Experience, Brand Love, Behavioral Intention, Trust, E-commerce |
| Subjects: | H Social Sciences > HN Social history and conditions. Social problems. Social reform H Social Sciences > HT Communities. Classes. Races |
| Divisions: | Fakultas Ekonomi dan Bisnis > Magister Manajemen |
| Depositing User: | 1262300004 Fandi Pratama Putra |
| Date Deposited: | 06 Dec 2001 16:17 |
| Last Modified: | 06 Dec 2001 16:17 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/37890 |
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