Pengaruh Immersion dan Achievement terhadap Customer Loyalty dengan Sensory Engagement sebagai Intervening Variable (Studi pada Pelanggan Shopee Tanam)

Abstract

Dalam penelitian ini bertujuan untuk menguji pengaruh immersion dan achievement terhadap customer loyalty dengan peranan mediasi sensory engagement. Penelitian ini menggunakan metode kuantitatif pendekatan explanatory research dengan sampel penelitian sebanyak 169 responden pelanggan Shopee Tanam. Analisis dalam penelitian ini menggunakan (Partial Least Square – Structural Equation Method) PLS SEM 3.0. Berdasarkan hasil penelitian ini menunjukkan bahwa: (i) immersion berpengaruh terhadap loyalitas konsumen; (ii) achievement berpengaruh terhadap loyalitas konsumen; (iii) immersion berpengaruh terhadap sensory engagement; (iv) achievement berpengaruh terhadap sensory engagement; (v) sensory engagement berpengaruh terhadap loyalitas konsumen; (vi) sensory engagement memediasi pengaruh antara immersion terhadap loyalitas konsumen; sensory engagement memediasi pengaruh antara achievement terhadap loyalitas konsumen.

This research aims to examine the influence of immersion and achievement on customer loyalty with mediating role of sensory engagement. This research uses a quantitative method, an explanatory research approach, with a research sample of 169 respondents, customers of Shopee Tanam. Thea analysis in this research uses (Partial Least Square – Structural Equation Method) PLS SEM 3.0. Based on the results of this research it shows that: (i) immersion influences customer loyalty; (ii) achievement influences customer loyalty; (iii) immersion influences sensory engagement; (iv) achievement influences sensory engagement; (v) sensory engagement influences customer loyalty; (vi) sensory engagement mediates the influence of immersion on customer loyalty; Sensory engagement mediates the influence of achievement on customer loyalty.