PERAN MEDIASI CUSTOMER ENGAGEMENT DALAM CUSTOMER EXPERIENCE DAN CUSTOMER LOYALTY (Studi Empiris pada Pelanggan 3 Coffee Madiun)
DOI:
https://doi.org/10.30737/jimek.v4i2.2213Abstract
Tujuan penelitian adalah menganalisis pengaruh antara customer experience dan customer engagement terhadap customer loyalty serta pengaruh customer engagement sebagai variable mediasi. Obyek penelitian adalah pelanggan 3 coffee Madiun dengan jumlah sampel 96 responden. Hasil penelitian menggunakan analisis jalur ditemukan bahwa customer experience memiliki pengaruh terhadap customer engagement serta memiliki pengaruh juga terhadap customer loyalty. Demikian juga customer engagement berpengaruh terhadap customer loyalty. Customer engagement terbukti memiliki peran sebagai mediasi antara customer experience dan customer loyalty dengan peran sebagai mediasi parsial.
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