Hifzhil Rahman, - (2024) PENGARUH RELATIONSHIP QUALITY DAN QUALITY OF CHANNEL INTEGRATION TERHADAP CUSTOMER ENGAGEMENT: Studi pada Pelanggan Ortuseight. S2 thesis, Universitas Pendidikan Indonesia.
![[img]](http://repository.upi.edu/style/images/fileicons/text.png) |
Text
T_MM_2208244_Title.pdf Download (1MB) |
|
Text
T_MM_2208244_Chapter1.pdf Download (609kB) |
|
Text
T_MM_2208244_Chapter2.pdf Restricted to Staf Perpustakaan Download (946kB) |
|
Text
T_MM_2208244_Chapter3.pdf Download (670kB) |
|
Text
T_MM_2208244_Chapter4.pdf Restricted to Staf Perpustakaan Download (1MB) |
|
Text
T_MM_2208244_Chapter5.pdf Download (291kB) |
|
Text
T_MM_2208244_Appendix.pdf Restricted to Staf Perpustakaan Download (3MB) |
Abstract
Kebutuhan akan berolahraga dimasyarakat yang terus berkembang pesat, menjadikan industri yang bergerak dibidang produk olahraga bersaing ketat untuk melebarkan dan mempertahankan pasarnya. Persaingan industri dibidang apparel olahraga yang kompetitif ditunjukkan dari berbagai macam pilihan produk yang tersedia di pasar baik dari dalam negeri maupun luar negeri. Perusahaan harus terus melakukan pelayanan kepada pelanggannya lebih baik daripada pesaing-pesaingnya, dan memperkuat hubungan dengan pelanggannya agar pelanggan tidak berlari ke perusahaan lain dan tercapainya kesuksesan customer engagement. Penelitian ini bertujuan untuk mengetahui Pengaruh Relationship Quality dan Quality of Channel Integration terhadap Customer Engagement. Jenis penelitian yang digunakan adalah deskriptif verifikatif yaitu dengan penggambaran dan pemaparan variabel-variabel yang diteliti dan kemudian ditarik kesimpulan. Variabel terikat dalam penelitian ini adalah customer engagement (Y), relationship quality (X1) dan quality of channel integration (X2) sebagai variabel bebas. Populasi dalam penelitian ini adalah anggota Forum Jual Beli Sepatu Ortuseight Bandung yang tergabung dalam sosial media Facebook. Pengambilan sampel dalam penelitian ini menggunakan metode purposive sampling (pengambilan sampel dengan menentukan kriteria-kriteria tertentu) dengan menggunakan teknik non-probability sampling terhadap 388 anggota Forum Jual Beli Sepatu Ortuseight. Teknik analisis yang digunakan adalah analisis Structural Equation Modeling (SEM) dengan alat bantu program IBM SPSS AMOS versi 26.0 for Windows. Hasil temuan penelitian ini menunjukan bahwa gambaran relationship quality dan quality of channel integration berada pada kategori baik, dan customer engagement berada pada kategori tinggi. Relationship quality dan quality of channel integration memiliki pengaruh yang positif terhadap customer engagement. Berdasarkan hasil penelitian ini, disarankan dalam segi customer engagement perusahaan perlu meningkatkan antusias pelanggan dengan memberikan pelayanan dan produk yang unggul, merespon umpan balik dari pelanggan dan membangun hubungan yang personal dengan pelanggan. Pada segi relationship quality perusahaan perlu menjaga konsistensi pelayanan dan produknya dan membuat pelanggan aman dan nyaman saat melakukan transaksi. Pada segi quality of channel integration perusahaan perlu meningkatkan interaksi dengan pelanggan sehingga terciptanya hubungan yang kuat dengan pelanggan. The need for sports in the community continues to grow rapidly, making industries engaged in sports products compete fiercely to expand and maintain their market. Industrial competition in the field of competitive sports apparel is shown by the wide selection of products available in the market both domestically and abroad. Companies must continue to provide services to their customers better than their competitors, and strengthen relationships with their customers so that customers do not run to other companies and achieve customer engagement success. This study aims to determine the effect of Relationship Quality and Quality of Channel Integration on Customer Engagement. The type of research used is descriptive verification, namely by describing and explaining the variables studied and then drawing conclusions. The dependent variable in this study is customer engagement (Y), relationship quality (X1) and quality of channel integration (X2) as independent variables. The population in this study were members of the Bandung Ortuseight Shoe Buying and Selling Forum who were members of the Facebook social media. Sampling in this study using purposive sampling method (sampling by determining certain criteria) using non-probability sampling techniques of 388 members of the Ortuseight Shoe Buying and Selling Forum. The analysis technique used is Structural Equation Modeling (SEM) analysis with the help of the IBM SPSS AMOS version 26.0 for Windows program. The findings of this study indicate that the description of relationship quality and quality of channel integration is in the good category, and customer engagement is in the high category. Relationship quality and quality of channel integration have a positive influence on customer engagement. Based on the results of this study, it is suggested that in terms of customer engagement, companies need to increase customer enthusiasm by providing superior services and products, responding to customer feedback and building personal relationships with customers. In terms of relationship quality, companies need to maintain consistency in their services and products and make customers safe and comfortable when making transactions. In terms of quality of channel integration, companies need to increase interaction with customers so that a strong relationship with customers is created.
| Item Type: | Thesis (S2) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&user=iZVKSNQAAAAJ ID Sinta Dosen Pembimbing: Ratih Hurriyati: 5984336 Bambang Widjajanta: 5984870 |
| Uncontrolled Keywords: | Kualitas Hubungan, Kualitas Saluran Integrasi, dan Keterlibatan Pelanggan Relationship Quality, Quality of Channel Integration, and Customer Engagement |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > S2 Manajemen |
| Depositing User: | Hifzhil Rahman |
| Date Deposited: | 29 Aug 2024 06:49 |
| Last Modified: | 29 Aug 2024 06:49 |
| URI: | http://repository.upi.edu/id/eprint/121480 |
Actions (login required)
 |
View Item |