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Relationship Commitment dan Customer Engagement: stimulus serta konsekuensi pada konsumen pengguna transportasi darat

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Abstrak. Penelitian bertujuan menganalisis stimulus dan konsekuensi dari Relationship commitment dan customer engagement. Selanjutnya, secara terintegrasi menganalisis pengaruh Trust, Relationship commitment, Customer engagement terhadap Repurchase intention. Responden adalah 200 orang yang pernah melakukan perjalanan dengan bus AKAP/Antar Kota Antar Provinsi minimal 2 kali dalam 6 bulan terakhir. Teknik pengambilan sampel menggunakan Purposive samplingdanMetode analisis data menggunakan Teknik Structural Equation Model. Hasil penelitian menemukan: (1) pengaruh positif Cognitive trust, Affective trust terhadap Relationship commitment, Customer engagement, Repurchase intention; (2) pengaruh positif Relationship commitment, Customer engagement terhadap Repurchase intention; (3) Relationship commitment, Customer engagement merupakan mediator dalam hubungan antara Cognitive trust, Affective trust dengan Repurchase intention; (4) Affective trust merupakan stimulus yang paling besar dalam mempengaruhi Relationship commitment, Customer
engagement; dan (5) Repurchase intention merupakan konsekuensi dari Relationship commitment dan Customer engagement, namun Customer engagement lebih besar dalam mempengaruhi Repurchase intention. Penelitian selanjutnya disarankan untuk menambah variabel Service quality dan Customer satisfaction sebagai stimulus dari Relationship commitment dan Customer engagement.
Kata Kunci: Kepercayaan kognitif, Kepercayaan afektif, Komitmen hubungan, Keterlibatan pelanggan, Niat membeli ulang

Abstract. The purpose of carrying out this research is to analyze the stimulus and consequence of Relationship commitment and Customer engagement. Moreover, integratedly be able to analyze the effect of Trust, Relationship commitment, Customer engagement towards Repurchase intention on 200 respondents of AKAP Bus user who uses the inter- province bus services minimum 2 in the past 6 months using Purposive Sampling technique, and analyzing method using Structural Equation Model technique. The result of the research finds: (1) Positive effect of Cognitive trust, Affective trust towards Relationship commitment, Customer engagement, Repurchase intention; (2) Positive effect of Relationship commitment, Customer engagement towards Repurchase intention; (3) Relationship commitment, Customer engagement is seen as the mediator in relationship among Cognitive trust, Affective trust and Repurchase intention; (4) Affective trust is the biggest stimulus effecting Relationship commitment, Customer engagement; and(5) Repurchase intention is the consequence of Relationship commitment and Customer engagement, however, Customer engagement has bigger effect on Repurchase intention. On future research, it is advisable to add Service quality and Customer satisfaction variables as stimulus of Relationship commitment and Customer engagement.
Keywords: Cognitive trust, Affective trust, Relationship commitment, Customer engagement, Repurchase intention

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

RAK Ekonomi JUR MIX Vol. V (02-03) 2015

Penerbit

Jakarta : Pascasarjana Universitas Mercu Buana., 2015

Deskripsi Fisik

Hal. 418-436, Vol.V No.3 Oktober

Bahasa

Indonesia

ISBN/ISSN

2088-1231

Klasifikasi

NONE

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

JURNAL MIX Vol V (03) Okt 2015

Subjek

Kepuasan Pelanggan

Info Detail Spesifik

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Pernyataan Tanggungjawab

Sri Vandayuli Riorini dan Christina Catur Widayati

Versi lain/terkait

Lampiran Berkas

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