PENGARUH KETERLIBATAN KONSUMEN TERHADAP NIAT PEMBELIAN KEMBALI MELALUI DIMENSI EKUITAS KONSUMEN PADA APLIKASI TRAVELOKA
PENGARUH KETERLIBATAN KONSUMEN TERHADAP NIAT PEMBELIAN KEMBALI MELALUI DIMENSI EKUITAS KONSUMEN PADA APLIKASI TRAVELOKA
Abstract
Even though at this time, the situation has gradually improved and the pandemic has slowed down, however, every tourism industry is still trying to communicate with consumers and keep improving its competitive advantage. One of them by using the internet. The internet has changed the way of interactivity with consumers and organizations especially with the growing popularity of the internet. Through social media platforms enable customer engagement, thereby revolutionizing marketing through interactions on social media. Consumer involvement in buying products and services serves not only for themselves but also because of what they offer emotionally to others, thereby creating consumer intention to reuse a particular brand. Therefore, in this study, we will find out whether there is a positive influence of consumer involvement on consumer equity. This research uses quantitative methods, data is taken using Google Form which is distributed to 50 people for preliminary studies and 330 respondents for actual research. Data collection was done by using convenience sampling. The data obtained was processed using the SmartPls 3.0 application. The results of this study indicate that there is a positive influence between consumer involvement on the value of consumer equity. There is a positive effect of consumer involvement on consumer brand equity. There is a positive effect of consumer involvement on consumer relationship equity. There is a positive effect of consumer value equity on repurchase intention. There is no positive effect of consumer brand equity on repurchase intention. There is a positive effect of consumer relationship equity on repurchase intention.
Keywords: Consumer Involvement, Purchase Intentions, Consumer Equity.
Abstrak. Meskipun saat ini, situasi telah berangsur membaik dan pandemi telah melambat, namun, setiap industri pariwisata tetap berusaha untuk berkomunikasi dengan konsumen dan tetap meningkatkan keunggulan kompetitif. Salah satunya dengan menggunakan internet. Internet telah mengubah cara interaktivitas dengan konsumen dan organisasi terutama dengan semakin populernya internet. Melalui platform media sosial memungkinkan keterlibatan pelanggan, sehingga merevolusi pemasaran melalui interaksi di media sosial. Keterlibatan konsumen dalam membeli produk dan layanan tidak hanya berfungsi untuk mereka sendiri tetapi juga karena apa yang mereka tawarkan secara emosional kepada orang lain, sehingga menciptakan niat konsumen untuk menggunakan kembali merek tertentu. Oleh karena itu dalam penelitian ini akan mencari tahu apakah terdapat pengaruh positif keterlibatan konsumen terhadap ekuitas konsumen. Penelitian ini menggunakan metode kuantitatif, data diambil dengan menggunakan Google Form yang disebarkan kepada 50 orang untuk studi pendahuluan dan 330 responden untuk penelitian actual. Pengambilan data dilakukan dengan menggunakan convenience sampling. Data yang diperoleh diolah dengan menggunakan aplikasi SmartPls 3.0. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif antara keterlibatan konsumen terhadap nilai ekuitas konsumen. Terdapat pengaruh positif keterlibatan konsumen terhadap ekuitas merek konsumen. Terdapat pengaruh positif keterlibatan konsumen terhadap ekuitas hubungan konsumen. Terdapat pengaruh positif ekuitas nilai konsumen terhadap niat pembelian kembali. Tidak erdapat pengaruh positif ekuitas merek konsumen terhadap niat pembelian kembali. Terdapat pengaruh positif ekuitas hubungan konsumen terhadap niat pembelian kembali.
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