Pengaruh Customer Engagement terhadap Customer Loyalty melalui Customer Commitment dengan Brand Trust sebagai Variabel Moderasi

Conny; Sinarwaty; Harmiaty Bahar

doi:10.37151/jsma.v18i1.290

Conny Halu Oleo University Kendari
Sinarwaty Halu Oleo University Kendari
Harmiaty Bahar Halu Oleo University Kendari

DOI: https://doi.org/10.37151/jsma.v18i1.290

Keywords: Customer Engagement, Customer Commitment, Customer Loyalty, Brand Trust

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh customer engagement terhadap customer commitment dan customer loyalty, serta menguji peran customer commitment sebagai variabel mediasi dan brand trust sebagai variabel moderasi dalam membentuk customer loyalty. Objek penelitian adalah konsumen produk Wardah dengan jumlah sampel 160 responden. Penelitian ini menggunakan pendekatan kuantitatif dengan desain eksplanatori. Data dikumpulkan melalui kuesioner tertutup berbasis skala Likert lima poin dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa customer engagement berpengaruh positif terhadap customer commitment dan customer loyalty. Customer commitment juga berpengaruh positif terhadap customer loyalty. Selain itu, customer commitment mampu memediasi pengaruh customer engagement terhadap customer loyalty, sedangkan brand trust memperkuat pengaruh customer commitment terhadap customer loyalty. Temuan ini menegaskan bahwa loyalitas pelanggan produk kosmetik tidak hanya dibentuk oleh intensitas keterlibatan pelanggan, tetapi juga oleh komitmen psikologis dan kepercayaan terhadap merek.

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