Efek Mediasi Customer Engagement pada Pengaruh Brand Performance Terhadap Repeat Purchase Pengguna Sepeda Motor Yamaha di Kota Medan

Satria Mirsya Affandy Nasution, Jufrizen Jufrizen, Muhammad Elfi Azhar

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh Brand Performance terhadap Repeat Purchase, menganalisis pengaruh Brand Performance terhadap Customer Engagement, menganalisis pengaruh Customer Engagement terhadap Repeat Purchase dan untuk menganalisis peran Customer Engagement dalam memediasi pengaruh Brand Performance terhadap Repeat Purchase Pengguna Sepeda Motor Yamaha di Kota Medan.  Penelitian ini dapat digolongkan sebagai penelitian sebab akibat (Causal Research). Lokasi penelitian ini di kota Medan dengan subjek masyarakat kota Medan yang menggunakan sepeda motor Yamaha. Adapun populasi dalam penelitian ini adalah pelanggan dari Yamaha di Kota Medan. Teknik pengambilan sampel pada penelitian ini menggunakan teknik non probability sampling, dimana semua populasi tidak memiliki peluang yang sama untuk menjadi responden dan pengambilan sampel didasarkan pada pertimbangan peneliti. Sedangkan yang menjadi sumber data dalam penelitian ini adalah sumber data primer. Teknik pengumpulan data yang digunakan yaitu wawancara, kuesioner dan studi dokumentasi.  Pengujian hipotesis yang ada pada penelitian ini dilakukan dengan menggunakan teknik path analysis.  Hasil penelitian menunjukkan bahwa Brand Performance berpengaruh langsung terhadap Customer Engagement, Customer Engagement berpengaruh langsung terhadap Repeat Purchase  dan Brand Performance berpengaruh langsung terhadap Repeat Purchase. Brand Performance tidak berpengaruh terhadap Repeat Purchase melalui Customer Engagement Pengguna Sepeda Motor Yamaha di kota Medan

Full Text:

PDF

References


Agustiani, I. N., & Barbo, A. (2012). Pengaruh Brand Performance The Jayakarta Bandung Boutique Suite Hotel & Spa Terhadap Keputusan Tamu Untuk Menginap. Tourism and Hospitality Essentials (THE) Journal, 2(2), 263–386.

Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer Engagement in a Virtual Brand Community: An Exploratory Analysis. Journal of Business Research, 66(1), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029

Chirani, E., Taleghani, M., & Moghadam, N. E. (2012). Brand Performance and Brand Equity. Interdisciplinary Journal of Contemporary Research in Business, 3(9), 1033–1036.

Chiu, C., Wang, E. T. G., Fang, Y., & Huang, H. (2014). Understanding customers’ repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85–114. https://doi.org/10.1111/j.1365-2575.2012.00407.x

Chou, S.-W., & Hsu, C.-S. (2015). Understanding online repurchase intention: social exchange theory and shopping habit. Information Systems and E-Business Management, 14(1). https://doi.org/10.1007/s10257-015-0272-9

Ghodeswar, B. M. (2008). Building Brand Identity in Competitive Markets : a Conceptual Model. Journal of Product & Brand Management, 17(1), 4–12. https://doi.org/10.1108/10610420810856468

Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer Engagement In A Facebook Brand Community. Management Research Review, 35(9), 857–877. https://doi.org/10.1108/01409171211256578

Gupta, S., & Kim, H. W. (2007). Developing the Commitment to Virtual Community: The Balanced Effects of Cognition and Affect. Information Resources Management Journal, 20(1), 28–45.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (7th ed.). New Jersey: Pearson Education Limited.

Herdiany, M., & Yuliati, A. L. (2019). Pengaruh Brand Performance Terhadap Repeat Purchase Dengan Competitive Advantage Dan Customer Engagement Sebagai Variabel Intervening Pada Apple Iphone. JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 3(3), 101–110. https://doi.org/10.31955/mea.vol4.iss1.pp101- 110

Hollebeek, L. D. (2011). Demystifying Customer Brand Engagement: Exploring The Loyaly Nexus. Journal of Marketing Management, 27(7–8), 785–807. https://doi.org/10.1080/0267257X.2010.500132

Jufrizen, J., Daulay, R., Sari, M., & Nasution, M. I. (2020). Model Empiris Peningkatan Kepuasan dan Niat Beli Konsumen Dalam Pemilihan Online Shop Instagram. MIX : Jurnal Ilmiah Manajemen, 10(2), 249–265.

Kim, H.-W., Xu, Y., & Gupta, S. (2012). Which is more important in Internet Shopping, perceived price or trust?”. Electronic Commerce Research and Applications, 11(3), 241–252.

Kotler, P., & Keller, K. L. (2012). Marketing Management. Essex: Pearson Education Inc.

Kumar, V, Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or Overvalued Customers : Capturing Total Customer Engagement Value. Journal of Service Research, 13(3), 297–310. https://doi.org/10.1177/1094670510375602

Kumar, Vijay. (2013). Profitable Customer Engagement : Concepts, Metrics and Strategies. New Delhi: Sage Publication Inc.

Kuo, Y.-F., Hu, T.-L., & Yang, S.-C. (2013). Effects of inertia and satisfaction in female online shoppers on repeat-purchase intention: The moderating roles of word-of-mouth and alternative attraction. Journal of Service Theory and Practice, 23(3), 168–187. https://doi.org/10.1108/09604521311312219

Kuzgun, E. (2012). Brand Loyalty’s Impact on Customer Engagement in Virtual Brand Communities-by The Case of Turkish Market. Copenhagen Business School. Retrieved from https://studenttheses.cbs.dk/bitstream/handle/10417/3886/ebru_kuzgun.pdf?sequence=1

Lin, J. C., & Liang, H. (2011). The influence of service environments on customer emotion and service outcomes. Managing Service Quality: An International Journal, 21(4), 350–372. https://doi.org/10.1108/09604521111146243

Manggarani, C. A. (2018). The Role of Customer Engagement on Customer Loyalty: a Study at a Private Higher Education Institution. Hasanuddin Economics and Business Review, 2(1), 71–82.

Mittal, V., & Kamakura, W. A. (2001). Satisfaction, Repurchase Intent and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics. Journal of Marketing Research, 38, 131–142.

Nasution, M. I., Fahmi, M., Jufrizen, J., Muslih, M., & Prayogi, M. A. (2020). The Quality of Small and Medium Enterprises Performance Using the Structural Equation Model-Part Least Square (SEM-PLS). Journal of Physics: Conference Series, 1477(2020), 1–7.

Ndubisi, N. O., & Moi, C. T. (2005). Customers behaviourial responses to sales promotion: the role of fear of losing face. Asia Pacific Journal of Marketing and Logistics, 17(1), 32–49. https://doi.org/10.1108/13555850510672278

O’Cass, A., & Ngo, L. V. (2007). Market orientation versus innovative culture: two routes to superior brand performance. European Journal of Marketing, 41(7/8), 868–887. https://doi.org/10.1108/03090560710752438

Sharma, P., Davcik, N. S., & Pillai, K. G. (2016). Product Innovation as a Mediator in the Impact of R&D Expenditure and Brand Equity on Marketing Performance. Journal of Business Research, 69(2), 5662–5669. https://doi.org/10.1016/j.jbusres.2016.03.074

So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2014). The Role of Customer Engagement in Building Consumer Loyalty to Tourism Brands. Journal of Travel Research, 55(1), 64–78. https://doi.org/10.1177/0047287514541008

Suryani, T. (2008). Perilaku konsumen : implikasi pada strategi pemasaran. Yogyakarta: Graha Ilmu.

Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2010). Customer Engagement as a New Perspective in Customer Management. Journal of Service Research, 13(3), 247–252. https://doi.org/10.1177/1094670510375461

Wijaya, N., & Dharmayanti, D. (2017). Pengaruh Brand Performance Terhadap Repeat Purchase Dengan Competitive Advantage dan Customer Engagement Sebagai Variabel Intervening Pada Pengguna Sepeda Motor Honda di Surabaya. Jurnal Strategi Pemasaran, 4(2). Retrieved from http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/5662/5173




DOI: https://doi.org/10.30601/humaniora.v4i2.1195

Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 Satria Mirsya Affandy Nasution, Jufrizen Jufrizen, Muhammad Elfi Azhar

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.


sintagoogle-scholaronesearchgarudacrossref


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

© Jurnal Humaniora : Jurnal Ilmu Sosial, Ekonomi dan Hukum. Published by Center for Research and Community Service (LPPM) University of Abulyatama, Aceh, Indonesia. 2019