Pengaruh Customer Satisfaction, Trust, Commitment, Dan Customer Value Terhadap Loyalty Intentions Dimediasi Customer Engagement (Studi Empiris : Pembeli Dan Penghuni Paramount Land)

Konsumen merupakan faktor penting bagi perusahaan karena konsumen merupakan penentu pertumbuhan, profitabilitas, dan kelangsungan hidup suatu perusahaan. Sebagai faktor penting yang menggerakkan roda perusahaan, perusahaan berusaha untuk mempertahankan secara maksimal konsumen yang mereka miliki untuk dapat mencapai goals dan target yang telah ditetapkan organisasi atau perusahaan. Loyalty intentions konsumen sangat dibutuhkan oleh perusahaan dimana konsumen berniat membeli kembali atau sikap merekomendasikan barang atau jasa yang sudah dibeli ke konsumen yang lain. Loyalty intentions dipengaruhi oleh customer engagement konsumen, di mana customer engagement terdiri dari customer satisfaction, trust, commitment, dan customer value. Salah satu sektor perusahaan yang harus menjaga loyalty dari konsumennya adalah sektor properti Paramount Land. Berdasarkan uraian tersebut, maka Peneliti membahas Pengaruh Customer Satisfaction, Trust, Commitment, Dan Customer Value Terhadap Loyalty Intentions Yang Dimediasi Oleh Customer Engagement Pada Konsumen Penghuni Kawasan Perumahan Paramount Land. Metode penelitian dalam penelitian ini adalah metode kuantitatif dengan menggunakan kuesioner. Data yang digunakan pada penelitian ini terdiri dari data primer yang diperoleh melalui penyebaran kuesioner kepada responden, dan data sekunder yang diperoleh dari internal Paramount Land. Populasi pada penelitian ini yaitu seluruh pembeli dan penghuni yang tinggal di cluster milik PT Paramount Land di kawasan Illago, kawasan Andalucia, kawasan Malibu, di Gading Serpong. Jumlah sampel pada penelitian ini adalah 203 konsumen yang ditentukan dengan metode simple random sampling dan jumlah sampel diperoleh dengan menggunakan rumus Yount. Skala Likert digunakan pada penelitian ini untuk memberikan skor pada tiap pernyataan dalam kuesioner. Hasil dari penelitian ini diperoleh terdapat pengaruh positif yang signifikan customer satisfaction, trust, commitment, dan customer value terhadap loyalty intentions yang dimediasi oleh customer engagement pada konsumen penghuni kawasan perumahan Paramount Land.

Testing the relationships among event personality, event image and runners’ loyalty: a study of an international running event

PurposeGiven the increased competition among running events, it is important for event organizers to comprehend how they can retain a base of loyal customers. The purpose of the present study was to investigate the association between sport event personality and loyalty intentions of runners participating in a running event. More specifically, it examined the relationship of sport event personality dimensions with the overall image of a sporting event as well as the association of event image with runners’ loyalty intentions.Design/methodology/approachData were collected from 247 participants of an international running event. A structural equation model analysis was followed.FindingsThe results showed that three dimensions of event personality (namely, excitement, sophistication and sincerity) predicted event image, which in turn positively associated with loyalty intentions.Practical implicationsThe study discusses how event managers can improve the image of their events in order to increase their customers’ loyalty levels.Originality/valueThis is one of the first endeavors that examined the role of event image, a construct that has not received much attention in the context of road races, in a model concerning event participation.

The impact of Danmu technological features on consumer loyalty intention toward recommendation vlogs: a perspective from social presence and immersion

PurposeThis study investigates how Danmu (danmaku) technological features (DTFs) of recommendation vlogs (rec-vlogs) impact consumer experiences and decisions.Design/methodology/approachThe authors adopt the partial least squares structural equation modeling (PLS-SEM) technique with a sample of 422 viewers of Danmu-enabled rec-vlogs to examine the proposed model.FindingsThe DTFs positively affect consumer loyalty intentions through the mediation of social presence and immersion. Also, vlogger-product congruency significantly moderates the relationship between social presence and immersion.Originality/valueWith the increasing popularity of vlogs, retailers have adopted the vlog as a new marketing channel to connect with consumers. Although a growing body of studies focuses on this phenomenon, little is known about how DTFs help to increase consumer loyalty toward using rec-vlogs as product information sources. Anchored on the stimulus–organism–response framework, this study investigates how pseudo-synchronicity, Danmu-content congruency and parallelism, three DTFs used in rec-vlogs, impact consumer experiences of social presence and immersion, eventually influence the consumers' loyalty intentions toward rec-vlogs. The authors also examine whether the effect of social presence on immersion is contingent on vlogger-product congruency. These findings have implications for both researchers and practitioners to understand the effect of DTFs in the context of rec-vlogs.