PENGARUH KEPERCAYAAN DAN KEPUASAN TERHADAP LOYALITAS PELANGGAN LINKAJA PADA GENERASI MILENIAL DI KOTA PADANG DENGAN CUSTOMER ENGAGEMENT SEBAGAI VARIABEL MEDIASI

Authors

Fakhri Afalah Gusman Universitas Negeri Padang
Vidyarini Dwita Universitas Negeri Padang

DOI:

Keywords:

Kepercayaan, Kepuasan, Customer Engagement, Loyalitas, LinkAja.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kepercayaan dan kepuasan terhadap loyalitas pelanggan aplikasi LinkAja pada generasi milenial di Kota Padang dengan customer engagement sebagai variabel mediasi. Teknik pengambilan sampel dalam penelitian ini menggunakan snowball sampling. Sampel dalam penelitian ini berjumlah 170 responden. Data dikumpulkan melalui distribusi kuesioner secara online dan dianalisis menggunakan perangkat lunak SmartPLS. Hasil penelitian ini mengungkapkan bahwa (1) kepercayaan berpengaruh positif dan signifikan terhadap customer engagement, (2) kepuasan berpengaruh positif dan signifikan terhadap customer engagement, (3) customer engagement berpengaruh positif dan signifikan terhadap loyalitas pelanggan, (4) kepercayaan berpengaruh positif dan signifikan terhadap loyalitas pelanggan yang dimediasi oleh customer engagement, dan (5) kepuasan berpengaruh positif dan signifikan terhadap loyalitas pelanggan yang dimediasi oleh customer engagement.

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