Pengaruh Perceived Value dan Brand Trust terhadap Customer Loyalty Melalui Customer Engagement pada Pelanggan Indihome di Kecamatan Medan Sunggal

Abstract

Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh perceived value dan brand trust terhadap customer loyalty melalui customer engagement secara langsung maupun secara tidak langsung. Populasi dalam penelitian ini adalah pengguna IndiHome di Kecamatan Medan Sunggal dengan jumlah 1.389 orang. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik purposive sampling yaitu pengambilan sampel berdasarkan kriteria tertentu dengan jumlah 93 responden yang merupakan pelanggan IndiHome di Kecamatan Medan Sunggal. Analisis data menggunakan Partial Least Square (PLS) yaitu SEM (Structural Equation Modeling) berbasis variance, dengan software SmartPLS 3.0. analisis statistik dengan menggunakan uji analisis outer model, Analisis Inner Model, dan Uji Hipotesis. Berdasarkan analisis dapat disimpulkan bahwa hasil penelitian ini membuktikan bahwa secara langsung perceived value, brand trust, dan customer engagement berpengaruh signifikan terhadap customer loyalty dan secara tidak langsung perceived value dan brand trust tidak berpengaruh signifikan terhadap customer loyalty melalui customer engagement pada pelanggan IndiHome di Kecamatan Medan Sunggal. The purpose of this study was to determine and analyze the effect of perceived value and brand trust on customer loyalty through direct or indirect customer engagement. The population in this study were IndiHome users in Medan Sunggal District with a total population of 1,389. The sampling technique in this study used a purposive sampling technique, namely sampling based on certain criteria with a total of 93 respondents who were IndiHome customers in Medan Sunggal District. PLS SEM analysis test tool (Partial Least Square - Structural Equation Modeling) statistical analysis using outer model analysis tests, Inner Model Analysis, and Hypothesis Testing. Data processing in this study uses the SmartPLS 3.0 (Partial Least Square) program. The results of this study prove that directly perceived value, brand trust, and customer engagement have a significant effect on customer loyalty and indirectly perceived value and brand trust have no significant effect on customer loyalty through customer engagement with IndiHome customers in Medan Sunggal District.